aisle
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San Francisco · 3 grocers · Fragmented

the bread aisle

San Francisco's bread aisle is a fragmented shelf spread across many brands: 299 products from 47 brands across 3 grocers. acme bread company owns the most shelf — 11% of SKUs, ahead of wise sons. Store brands hold 3%. The shelf leans plant-based — 23% of SKUs carry that claim. Verdict: fragmented — a crowded free-for-all with no clear structure (opportunity 58/100).

299
products
47
brands
$9.20
avg price
$3.09–$15.49
typical range

Zoom in

this aisle breaks into 20 sub-categories — open one for its own shelf report.

Sourdough Bread · 41Bagels · 30Whole Grain Bread · 16Baguettes · 15English Muffins · 13Whole Wheat Bread · 12Pita Bread · 10White Bread · 7Sprouted Grain Bread · 6Ciabatta Bread · 4Brioche Bread · 4Challah Bread · 4Dinner Rolls · 3Cinnamon Raisin Bread · 3Rye Bread · 2Lavash · 2Pumpernickel Bread · 1Italian Bread · 1French Bread · 1Focaccia Bread · 1

Who owns the shelf

brands by share of the bread shelf.

acme bread company
11% of shelf34 SKUs
wise sons
8% of shelf25 SKUs
dave's killer bread
7% of shelf22 SKUs
beckmann's
5% of shelf15 SKUs
firebrand breads
4% of shelf13 SKUs
ccanyon bakehouse
4% of shelf11 SKUs
iizzio artisan bakery
3% of shelf10 SKUs
jane
3% of shelf8 SKUs
rudi's
2% of shelf7 SKUs
sstarter bakery
2% of shelf7 SKUs
yyoung kobras
2% of shelf7 SKUs
aatoria's family bakery
2% of shelf7 SKUs
food for life
2% of shelf6 SKUs
bboichik bagels
2% of shelf6 SKUs
gus'sPL
2% of shelf6 SKUs
mmestemacher
2% of shelf6 SKUs
tthe midwife & the baker
2% of shelf6 SKUs
mmiddle east baking co.
2% of shelf5 SKUs
ooroweat
2% of shelf5 SKUs
bbread srsly
2% of shelf5 SKUs
aalvarado street bakery
2% of shelf5 SKUs
jjosey baker bread
2% of shelf5 SKUs
la brea
2% of shelf5 SKUs
rrize up bakery
2% of shelf5 SKUs
bbays
1% of shelf4 SKUs
sstone & skillet
1% of shelf4 SKUs
rreem's california
1% of shelf4 SKUs
hhamati bread
1% of shelf4 SKUs
tthomas’
1% of shelf3 SKUs
ggussPL
1% of shelf3 SKUs
oodd bagel
1% of shelf3 SKUs
semifreddi’s
1% of shelf3 SKUs
wwestern bagel
1% of shelf3 SKUs
kking's hawaiian
1% of shelf2 SKUs
hhero
1% of shelf2 SKUs
wwhole grain bakery,
1% of shelf2 SKUs
ccosteaux french bakery
1% of shelf2 SKUs
mmodel bakery
1% of shelf2 SKUs
llittle northern bakehouse
1% of shelf2 SKUs

How it's positioned

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

Plant-Based
23%
Vegetarian
22%
Organic
14%
Heart Health
7%
Vegan
6%
Minimally Processed
6%
Gluten-Free
5%
Low sugar
5%

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)
Shape:nationalstore brand
price normalized per oz (sizes vary)5 omitted (no oz size)showing the 24 biggest of 34 brands

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

Market structure

93
high
Brand competition
how many brands compete
79
high
Variety of offers
how differentiated the shelf is
4
low
Top-brand grip
how much a few brands dominate
58
med
Launch whitespace
room for a new brand

store-brand share: 3% · 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 →