aisle
all markets›Functional & Wellness Drinks›Protein Drinks
San Francisco · 3 grocers · Contested

the protein drinks aisle

San Francisco's protein drinks aisle is a competitive shelf with clear leaders: 35 products from 8 brands across 3 grocers. rebbl owns the most shelf — 40% of SKUs, ahead of huel. The shelf leans high-protein — 49% of SKUs carry that claim. Verdict: contested — real competition, no single winner (opportunity 67/100).

35
products
8
brands
$6.11
avg price
$3.39–$9.16
typical range

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Who owns the shelf

brands by share of the protein drinks shelf.

rebbl
40% of shelf14 SKUs
huel
17% of shelf6 SKUs
llumen
17% of shelf6 SKUs
oowyn
11% of shelf4 SKUs
pressed
6% of shelf2 SKUs
urban remedy
3% of shelf1 SKU
slate
3% of shelf1 SKU
forager project
3% of shelf1 SKU

How it's positioned

the claims products on this shelf lead with — share of SKUs carrying each.

High-Protein
49%
Dairy-Free
34%
Gluten-Free
29%
Organic
23%
Muscle & Performance
20%
Low sugar
20%
Seed-Oil-Free
17%
High fiber
14%

How this market segments

the ways the protein drinks shelf actually divides — the dimensions that separate what's on it (★ = the primary cut).

Product Type★4 segments
Meal Replacement
29% · 10
Standard Protein Shake
17% · 6
Sparkling Protein
9% · 3
Protein Smoothie
6% · 2
Dietary Benefit4 segments
Lactose Free
20% · 7
High Protein
17% · 6
Other Benefits
17% · 6
Vegan
6% · 2
Flavor Profile4 segments
Chocolate
20% · 7
Vanilla
14% · 5
Other Flavors
14% · 5
Fruit Flavored
11% · 4

Brand positioning

every brand by share of shelf × price. bubble size = the brand's total reach across all aisles; color = product type (this shelf's main segmentation). top-right owns the premium end; bottom-right owns the mainstream.

scale
premium leadersmainstream leadersniche premiumvalue playersshare of shelf →avg $/fl oz →
Product Type:Meal ReplacementSparkling ProteinProtein SmoothieStandard Protein Shake
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
med
Brand competition
how many brands compete
70
high
Variety of offers
how differentiated the shelf is
24
low
Top-brand grip
how much a few brands dominate
67
high
Launch whitespace
room for a new brand

store-brand share: 0% · scores 0–100.

More aisles

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how we measure.prices & assortment are collected from public storefronts of San Franciscogrocers, deduped to distinct products, and normalized to a per-unit price from each product's parsed size. market-structure scores come from brand shares. figures update as we re-measure. full methodology →