Oatly at Target
Target is a discount independent running 6 Bay Area stores, indexing high on clean-organic versus other Bay Area grocers.
Oatly is a Swedish company that specializes in producing plant-based dairy alternatives primarily made from oats.
Oatly isn’t on Target’s shelf yet in any of its 6 stores. The opening: 3 categories where the shelf is already deep and the brand runs strong elsewhere.
Target merchandises 4 of the 4 categories the brand sells.
non-gmo, vegan, vegetarian against the store's assortment lean.
brand excitement 90/100.
maps onto categories the store already runs.
The full runway · across 6 stores
Every category Oatly plays in across the Bay Area grocers we track, and where it stands at Target. Depth is the distinct SKUs the store carries there versus the fleet median, shown next to the rival brands already on that shelf.
Not here yet, but the shelf is real: a clean first door into a category the brand runs deep in.
Not here yet, but the shelf is real: a clean first door into a category the brand runs deep in.
How it prices
Where it would price in almond milk. Each dot is a product on the shelf, by its cost per fl oz (hover for which).
What to bring to land
Oatly’s SKUs Target doesn’t carry yet, ordered by how many other Bay Area grocers already stock them.
Presence and depth are measured from Target’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. Target profile →
