aisle
all markets›Baking Supplies
San Francisco · 3 grocers · Contested

the baking supplies aisle

San Francisco's baking supplies aisle is a fragmented shelf spread across many brands: 97 products from 25 brands across 3 grocers. goodlight owns the most shelf — 20% of SKUs, ahead of if you care. The shelf leans vegan — 18% of SKUs carry that claim. Verdict: contested — real competition, no single winner (opportunity 59/100).

97
products
25
brands
$6.82
avg price
$1.49–$13.03
typical range

Zoom in

this aisle breaks into 12 sub-categories — open one for its own shelf report.

Brown Sugars · 11Bread Crumbs · 7Brownie Mixes · 5Baking Soda · 4Cake Candles · 4Sprinkles · 2Baking Powder · 2Shortening · 2Baking Cups · 2Parchment Paper · 2Bread Mixes · 1Bread Flour · 1

Who owns the shelf

brands by share of the baking supplies shelf.

ggoodlight
20% of shelf19 SKUs
if you care
11% of shelf11 SKUs
wwholesome
10% of shelf10 SKUs
bob's red mill
7% of shelf7 SKUs
india tree
7% of shelf7 SKUs
edward & sons
6% of shelf6 SKUs
rrumford
5% of shelf5 SKUs
kking arthur baking company
5% of shelf5 SKUs
cc&h
3% of shelf3 SKUs
aaleia's
2% of shelf2 SKUs
aarm & hammer
2% of shelf2 SKUs
bbig tree farms
2% of shelf2 SKUs
ghirardelli
2% of shelf2 SKUs
kkarlin's finest
2% of shelf2 SKUs
kkikkoman
2% of shelf2 SKUs
kkinnikinnick
2% of shelf2 SKUs
woodstock
2% of shelf2 SKUs
mmiss jones baking co.
1% of shelf1 SKU
pamela's
1% of shelf1 SKU
pprogresso
1% of shelf1 SKU
rreynolds
1% of shelf1 SKU
dduncan hines
1% of shelf1 SKU
spectrum
1% of shelf1 SKU
kkarlin foods
1% of shelf1 SKU
ccrisco
1% of shelf1 SKU

How it's positioned

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

Vegan
18%
Gluten-Free
14%
Dairy-Free
12%
Seed-Oil-Free
11%
Organic
11%
Plant-Based
10%
Low sugar
4%
Heart Health
4%

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
premium leadersmainstream leadersniche premiumvalue playersshare of shelf →avg $/oz →
Color:indulgentbetter-for-you
Size:total brand reach (SKUs across all aisles)
price normalized per oz (sizes vary)6 omitted (no oz size)

All stores combined. Tap a store to see who wins its shelf.

Market structure

75
high
Brand competition
how many brands compete
83
high
Variety of offers
how differentiated the shelf is
9
low
Top-brand grip
how much a few brands dominate
59
med
Launch whitespace
room for a new brand

store-brand share: 0% · scores 0–100.

More aisles

CheeseChipsCandyYogurtTeaCondimentsSpicesCoffee
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 →