San Francisco · 3 grocers · Greenfield
the oat milk aisle
San Francisco's oat milk aisle is a competitive shelf with clear leaders: 49 products from 8 brands across 3 grocers. oatly owns the most shelf — 39% of SKUs, ahead of califia farms. The shelf leans vegetarian — 47% of SKUs carry that claim. Verdict: greenfield — wide open — room for a new brand (opportunity 71/100).
49
products
8
brands
$6.85
avg price
$4.49–$9.25
typical range
More in Plant-Based Milk
Who owns the shelf
brands by share of the oat milk shelf.
How it's positioned
the claims products on this shelf lead with — share of SKUs carrying each.
Vegetarian
47%
Plant-Based
47%
Dairy-Free
37%
Vegan
27%
Nut-Free
18%
Organic
16%
Gluten-Free
14%
Peanut-Free
6%
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.
store
scale
Color:indulgentbetter-for-you
Size:total brand reach (SKUs across all aisles)
price normalized per fl oz (sizes vary)All stores combined. Tap a store to see who wins its shelf.
Market structure
36
medBrand competition
how many brands compete
66
medVariety of offers
how differentiated the shelf is
25
lowTop-brand grip
how much a few brands dominate
71
highLaunch whitespace
room for a new brand
store-brand share: 0% · scores 0–100.