Bay Area · 9 grocers · Fragmented
the adult toothpaste aisle
Bay Area's adult toothpaste aisle is a fragmented shelf spread across many brands: 212 products from 45 brands across 9 grocers. tom's of maine owns the most shelf · 18% of SKUs, ahead of davids premium toothpaste. The shelf leans dairy-free · 3% of SKUs carry that claim. Verdict: fragmented · a crowded free-for-all with no clear structure (opportunity 60/100).
212
products
45
brands
$9.40
avg price
$1.05-$4.83 /oz
typical range
Who owns the shelf
brands by share of the adult toothpaste 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.
scale
Color:no dominant segmentation on this shelf
Size:total brand reach (SKUs across all aisles)
price normalized per oz (sizes vary)4 omitted (no oz size)1 omitted (no image)showing the 24 biggest of 26 brandsAll stores combined.
Market structure
92
highBrand competition
how many brands compete
88
highVariety of offers
how differentiated the shelf is
6
lowTop-brand grip
how much a few brands dominate
60
medLaunch whitespace
room for a new brand
store-brand share: 0% · scores 0-100.
Top products
the adult toothpaste products in the most Bay Area grocers · widest distribution first.
Dr. Bronner's Peppermint, All-One Toothpaste
$2.796 grocers
Davids Premium Toothpaste Spearmint
$10.694 grocers
DAVID Sensitive + Whitening Natural Peppermint Toothpaste
$10.694 grocers
Davids Premium Toothpaste Peppermint
$10.794 grocers
Davids Premium Toothpaste Peppermint travel size
$5.393 grocers
Tom's of Maine Natural Toothpaste With Fluoride, Peppermint
$6.693 grocers
Tom's of Maine Natural Anticavity Toothpaste, Spearmint Ice
$6.693 grocers
Tom's of Maine Natural Fluoride Toothpaste
$6.693 grocers
Crest Baking Soda & Peroxide Whitening Toothpaste, Fresh Mint
$2.992 grocers
Crest Cavity Protection Toothpaste Gel, Cool Mint
$3.992 grocers
