Silk at Target
Target is a discount independent running 6 Bay Area stores, indexing high on clean-organic versus other Bay Area grocers.
Silk is a leading American brand specializing in plant-based dairy alternatives.
It’s already on the shelf here, with 7 SKUs across 3 categories. The growth is depth and breadth: 3 categories to widen, replicated across all 6 stores.
Lead with Plant Based Almond Milk, Unsweet Vanilla, 64 fl oz Carton in Almond Milk.
Target stocks almond milk thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 8 other Bay Area grocers.
The more differentiated opening is almond milk: Target stocks only 5 there, so Silk Plant Based Almond Milk, Unsweet Vanilla, 64 fl oz Carton stands out rather than blending in.
Target merchandises 4 of the 8 categories the brand sells.
non-gmo, organic, vegan against the store's assortment lean.
brand excitement 65/100.
enters a thin almond milk shelf as a point of difference.
The full runway · across 6 stores
Every category Silk 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 3 of 10 SKUs. Room to widen the line.
On shelf here, but only 2 of 14 SKUs. Room to widen the line.
How it prices
Where it would price in almond milk. Each dot is a product on the shelf, by its cost per fl oz (hover for which). Silk (orange) sits in line with the shelf.
What to bring to expand
Silk’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 →
