Siggi's at Driver's Market
Driver's Market is a independent grocer running 1 Bay Area store.
Siggi's is a brand that specializes in Icelandic-style yogurt, known as skyr, which is thick, creamy, and high in protein.
It’s already on the shelf here, with 1 SKU across 1 category. The growth is depth and breadth: 1 category to widen and 2 new doors to enter.
Lead with Icelandic Style Skyr Non-Fat Yogurt, Vanilla in Greek & Icelandic Yogurt.
Driver's Market stocks greek & icelandic yogurt thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 16 other Bay Area grocers.
The more differentiated opening is greek & icelandic yogurt: Driver's Market stocks only 7 there, so Siggi's Icelandic Style Skyr Non-Fat Yogurt, Vanilla stands out rather than blending in.
Driver's Market merchandises 3 of the 5 categories the brand sells.
keto, non-gmo against the store's assortment lean.
brand excitement 54/100.
enters a thin greek & icelandic yogurt shelf as a point of difference.
The full runway
Every category Siggi's 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.
On shelf here, but only 1 of 39 SKUs. Room to widen the line.
Already stocked here in other categories, so this one is a natural extension.
How it prices
Where it would price in greek & icelandic yogurt. Each dot is a product on the shelf, by its cost per oz (hover for which). Siggi's (orange) sits well above the shelf.
What to bring to expand
Siggi'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 →
