Oatly at Driver's Market
Driver's Market is a independent grocer running 1 Bay Area store.
Oatly is a Swedish company that specializes in producing plant-based dairy alternatives primarily made from oats.
It’s already on the shelf here, with 5 SKUs across 2 categories. The growth is depth and breadth: 2 categories to widen and 2 new doors to enter.
Lead with Barista Edition Chilled Oatmilk in Oat Milk.
Driver's Market stocks oat milk thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 10 other Bay Area grocers.
The more differentiated opening is oat milk: Driver's Market stocks only 12 there, so Oatly Barista Edition Chilled Oatmilk stands out rather than blending in.
Driver's Market merchandises 4 of the 4 categories the brand sells.
non-gmo, vegan, vegetarian against the store's assortment lean.
brand excitement 90/100.
enters a thin oat milk shelf as a point of difference.
The full runway
Every category Oatly plays in across the Bay Area grocers we track, and where it stands at Driver's Market. Depth is the distinct SKUs the store carries there versus the fleet median, shown next to the rival brands already on that shelf.
How it prices
Where it would price in oat milk. Each dot is a product on the shelf, by its cost per fl oz (hover for which). Oatly (orange) sits in line with the shelf.
What to bring to expand
Oatly’s SKUs Driver's Market doesn’t carry yet, ordered by how many other Bay Area grocers already stock them.
Already on the shelf
Presence and depth are measured from Driver's Market’s current Bay Area storefront: its online catalog plus our shelf photos, a partial view. A widely-distributed brand shown as a new door may already be carried through channels we don’t index. Driver's Market profile →
