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

the cleaning supplies aisle

San Francisco's cleaning supplies aisle is a fragmented shelf spread across many brands: 79 products from 18 brands across 3 grocers. seventh generation owns the most shelf — 27% of SKUs, ahead of mrs. meyer's clean day. The shelf leans dairy-free — 18% of SKUs carry that claim. Verdict: contested — real competition, no single winner (opportunity 63/100).

79
products
18
brands
$7.29
avg price
$2.29–$13.11
typical range

Zoom in

this aisle breaks into 15 sub-categories — open one for its own shelf report.

Dish Soap · 18Scrub Sponges · 8Reusable Rubber Gloves · 3Dryer Sheets · 2Hydrogen Peroxide · 2Disinfectant Sprays · 2Sweeper Pads · 1Toilet Bowl Cleaners · 1Bleach & Bleach Alternatives · 1Wet Wipes · 1Contact Cleaning Solution · 1Dish Wands · 1Disinfecting Wipes · 1Powder Dishwasher Detergent · 1Steel Wool Pads · 1

Who owns the shelf

brands by share of the cleaning supplies shelf.

seventh generation
27% of shelf21 SKUs
mrs. meyer's clean day
18% of shelf14 SKUs
ecos
13% of shelf10 SKUs
natural value
9% of shelf7 SKUs
cadia
5% of shelf4 SKUs
pplanet
4% of shelf3 SKUs
sscrub daddy
4% of shelf3 SKUs
if you care
4% of shelf3 SKUs
caboo
3% of shelf2 SKUs
ffull circle
3% of shelf2 SKUs
nno tox life
3% of shelf2 SKUs
ss.o.s.
3% of shelf2 SKUs
ppalmolive
1% of shelf1 SKU
eequaline
1% of shelf1 SKU
sswiffer
1% of shelf1 SKU
cclear conscience
1% of shelf1 SKU
eessential oxygen
1% of shelf1 SKU
ccasabella
1% of shelf1 SKU

How it's positioned

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

Dairy-Free
18%
Gluten-Free
18%
Seed-Oil-Free
18%
Vegan
16%

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 $/fl oz →
Color:no dominant segmentation on this shelf
Size:total brand reach (SKUs across all aisles)
price normalized per fl oz (sizes vary)10 omitted (no fl oz size)

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

Market structure

63
med
Brand competition
how many brands compete
79
high
Variety of offers
how differentiated the shelf is
14
low
Top-brand grip
how much a few brands dominate
63
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 →