Oatly at United Markets
United Markets is a specialty independent running 1 Bay Area store, large-format at about 26,260 sq ft each.
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 9 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.
United Markets 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.
United Markets carries ice cream in real depth, 309 SKUs against a fleet median of 130, so a new entry there is the Nth option, and its per-unit price would likely sit near the top of a crowded shelf.
United Markets merchandises 4 of the 4 categories the brand sells.
non-gmo, vegan, vegetarian against the store's assortment lean.
brand excitement 90/100.
the categories it plays in are already deep here.
The full runway
Every category Oatly plays in across the Bay Area grocers we track, and where it stands at United Markets. 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 below the shelf.
What to bring to expand
Oatly’s SKUs United Markets 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 United Markets’ 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. United Markets profile →
