Roar Organic at Safeway
Safeway is a conventional independent running 13 Bay Area stores, large-format at about 37,374 sq ft each, indexing high on established names versus other Bay Area grocers.
It’s already on the shelf here, with 4 SKUs across 2 categories. The growth is depth and breadth: 2 categories to widen, replicated across all 13 stores.
Lead with Vitamin Enhanced Beverage, Organic, Blueberry Acai in Sports Drinks.
Safeway stocks sports drinks thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 1 other Bay Area grocer.
Safeway carries lemonade & limeade in real depth, 36 SKUs against a fleet median of 14, so a new entry there is the Nth option, and its per-unit price would likely sit near the top of a crowded shelf.
Safeway merchandises 2 of the 2 categories the brand sells.
organic, vegan against the store's assortment lean.
brand excitement 85/100.
the categories it plays in are already deep here.
The full runway · across 13 stores
Every category Roar Organic plays in across the Bay Area grocers we track, and where it stands at Safeway. Depth is the distinct SKUs the store carries there versus the fleet median, shown next to the rival brands already on that shelf.
On shelf here, but only 3 of 4 SKUs. Room to widen the line.
On shelf here, but only 1 of 2 SKUs. Room to widen the line.
How it prices
Where it would price in sports drinks. Each dot is a product on the shelf, by its cost per fl oz (hover for which). Roar Organic (orange) sits in line with the shelf.
What to bring to expand
Roar Organic’s SKUs Safeway 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 Safeway’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. Safeway profile →
