Planet Oat at Driver's Market
Driver's Market is a independent grocer running 1 Bay Area store.
Planet Oat isn’t on Driver's Market’s shelf yet. The opening: 2 categories where the shelf is already deep and the brand runs strong elsewhere.
Lead with Extra Creamy Original 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 6 other Bay Area grocers.
The more differentiated opening is oat milk: Driver's Market stocks only 12 there, so Planet Oat Extra Creamy Original Oatmilk stands out rather than blending in.
Driver's Market merchandises 2 of the 2 categories the brand sells.
non-gmo, vegan, vegetarian against the store's assortment lean.
an established national brand with proven demand.
enters a thin oat milk shelf as a point of difference.
The full runway
Every category Planet Oat 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.
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 oat milk. Each dot is a product on the shelf, by its cost per fl oz (hover for which). Planet Oat (orange) sits below the shelf.
What to bring to land
Planet Oat’s SKUs Driver's Market doesn’t carry yet, ordered by how many other Bay Area grocers already stock them.
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 →
