the milk aisle
Bay Area's milk aisle is a fragmented shelf spread across many brands: 294 products from 29 brands across 24 grocers. lactaid owns the most shelf · 38% of SKUs, ahead of fairlife. Store brands hold 5%. The shelf leans organic · 3% of SKUs carry that claim. Verdict: fragmented · a crowded free-for-all with no clear structure (opportunity 64/100).
Zoom in
this aisle breaks into 3 sub-categories · open one for its own shelf report.
Who owns the shelf
brands by share of the milk shelf.
Brand positioning
every brand by share of shelf × price. bubble size = the brand's total reach across all aisles; color = positioning stance. top-right owns the premium end; bottom-right owns the mainstream.
All stores combined.
Market structure
store-brand share: 5% · scores 0-100.
Top products
the milk products in the most Bay Area grocers · widest distribution first.
