Reading the shelf…
Tom's of Maine is a manufacturer of natural personal care products, founded in 1970 in Kennebunk, Maine. The brand is committed to sustainability and uses naturally sourced ingredients in its offerings, which include toothpaste, deodorant, and body wash.
Brand Power (0-100) blends four shelf signals. Price position is shown below for context · a value↔premium read, not part of the score.
carried in 6 of 24 Bay Area grocers. how many stores stock the brand.
27 products in the catalog. how deep the product line is (saturating).
spans 4 categories · 5 subcategories. how many categories the brand plays in (saturating).
each bar is the % of that category's SKUs that are Tom's Of Maine (full bar = 100% of the shelf), grouped by department.
the brands crowding the same categories as Tom's Of Maine · photographed shelf-mates first, then brands stocked beside it at the same grocers, then same-category rivals citywide.
closest to Tom's Of Maine in what it makes — matched on product name, category & description across the whole catalog, wherever they’re sold. Not who it competes with on the shelf.
the full Tom's Of Maine lineup · on SF shelves first (cheapest first), then SKUs we've catalogued but haven't measured on a shelf here yet.
















17 storefronts across 6 grocers carry it · tap a pin to open the store.
Bay Area grocers where neither the digital catalog nor our shelf photos show Tom's Of Maine· but the shelf it belongs on is already there, ranked by fit. Fit blends category coverage, rival presence, price-band match, and openness to independents at this scale; weigh the footprint chips and route notes against it · a 7-door chain and a single great shop are different prizes. Our capture is partial, so a widely-distributed brand may already be carried through channels we don’t index.
Lead with Tom's of Maine Natural Anticavity Toothpaste, Spearmint Ice · its most-distributed SKU (3 doors) in Adult Toothpaste, the biggest opening. The closest open door is Costco.
~4% average share on the shelves it competes on. how dominant it is where it shows up.
priced above 28% of same-category rivals. where it sits on price vs category peers · context, not scored into Brand Power.
route note: buying runs through a corporate program — typically a slower path than an independent grocer's buyer.
absence = seen in neither the grocer's digital catalog nor our shelf photos (90 days); assortments move. fit reads the shelf, not the buying office — see route notes.
Bay Area stores already carrying Tom's Of Mainethat meaningfully merchandise other categories it sells but isn't in here yet · ranked by open categories. A door already won, with room on adjacent shelves.
open here: Bar Soaps, Dental Floss & Picks, Oral Wash & Mouthwash
open here: Bar Soaps, Deodorants and Antiperspirants
open here: Bar Soaps, Deodorants and Antiperspirants
open here: Dental Floss & Picks, Deodorants and Antiperspirants
open here: Oral Wash & Mouthwash
open = the store meaningfully carries that category (real depth, not a token SKU) and Tom's Of Maine sells it elsewhere but has no SKU here.