Siggi's at Target
Target is a discount independent running 6 Bay Area stores, indexing high on clean-organic versus other Bay Area grocers.
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 6 SKUs across 2 categories. The growth is depth and breadth: 2 categories to widen and 2 new doors to enter, replicated across all 6 stores.
Lead with Non-Dairy Plant-Based Vanilla & Cinnamon Coconut Blend in Dairy-Free Yogurt.
Target stocks dairy-free yogurt 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.
Target carries greek & icelandic yogurt in real depth, 94 SKUs against a fleet median of 36, so a new entry there is the Nth option, and its per-unit price would likely sit near the top of a crowded shelf. The more differentiated opening is dairy-free yogurt: Target stocks only 14 there, so Siggi's Non-Dairy Plant-Based Vanilla & Cinnamon Coconut Blend stands out rather than blending in. Lead with the dairy-free yogurt, and position the greek & icelandic yogurt as a finishing or gift item.
Target merchandises 4 of the 5 categories the brand sells.
keto, non-gmo against the store's assortment lean.
brand excitement 54/100.
enters a thin dairy-free yogurt shelf as a point of difference.
The full runway · across 6 stores
Every category Siggi's 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.
On shelf here, but only 5 of 39 SKUs. Room to widen the line.
On shelf here, but only 1 of 7 SKUs. Room to widen the line.
What to bring to expand
Siggi's’ SKUs Target 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 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 →
