aisle
all markets›Cookies
San Francisco · 4 grocers · Fragmented

the cookies aisle

San Francisco's cookies aisle is a fragmented shelf spread across many brands: 329 products from 70 brands across 4 grocers. Store brands hold 7%. The shelf leans gluten-free — 10% of SKUs carry that claim. Verdict: fragmented — a crowded free-for-all with no clear structure (opportunity 53/100).

329
products
70
brands
$8.20
avg price
$0.89–$16.08
typical range

Zoom in

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

Packaged Cookies · 93Other Cookies · 33Chocolate Chip Cookies · 23Shortbread Cookies · 14Packaged Biscuits · 7Oatmeal Raisin Cookies · 5Biscotti · 5Gingerbread Cookies · 4Snickerdoodles · 3Macarons · 3Peanut Butter Cookies · 3Animal Crackers · 2

Who owns the shelf

brands by share of the cookies shelf.

aal's real goods
6% of shelf21 SKUs
tate's
6% of shelf18 SKUs
cici's italian cookies
5% of shelf17 SKUs
bi-rite marketPL
5% of shelf16 SKUs
back to nature
5% of shelf15 SKUs
wackym's kitchen
4% of shelf14 SKUs
rustic bakery
4% of shelf14 SKUs
newman's own
3% of shelf9 SKUs
aauntie jj's
2% of shelf8 SKUs
sweet sydneys
2% of shelf8 SKUs
bbatter bakery
2% of shelf7 SKUs
wwooden table baking co.
2% of shelf7 SKUs
siete
2% of shelf6 SKUs
wwholesome
2% of shelf6 SKUs
eemmy's organics
2% of shelf6 SKUs
ggoodie girl
2% of shelf5 SKUs
cchips ahoy!
2% of shelf5 SKUs
luke’s localPL
2% of shelf5 SKUs
mmaxine's heavenly
1% of shelf4 SKUs
lloacker
1% of shelf4 SKUs
cclairesquares
1% of shelf4 SKUs
ffancypants baking co.
1% of shelf4 SKUs
wwalkers shortbread
1% of shelf4 SKUs
bbaker & barista
1% of shelf4 SKUs
ffogliani
1% of shelf4 SKUs
fforno bonomi
1% of shelf4 SKUs
rrip van wafels
1% of shelf4 SKUs
ppocky
1% of shelf4 SKUs
bbusy lizzy's
1% of shelf4 SKUs
eeffie's homemade
1% of shelf3 SKUs
eenzo's table
1% of shelf3 SKUs
gus'sPL
1% of shelf3 SKUs
hhappy snacks
1% of shelf3 SKUs
mmcvitie's
1% of shelf3 SKUs
monte pollino
1% of shelf3 SKUs
nno cookie
1% of shelf3 SKUs
pamela's
1% of shelf3 SKUs
simple mills
1% of shelf3 SKUs
ttre marie
1% of shelf3 SKUs

How it's positioned

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

Gluten-Free
10%
Seed-Oil-Free
7%
Not vegan
6%
Plant-Based
5%
Vegetarian
4%
Vegan
4%
Peanut-Free
3%
Minimally Processed
2%

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:no dominant segmentation on this shelf
Size:total brand reach (SKUs across all aisles)
Shape:nationalstore brand
price normalized per oz (sizes vary)2 omitted (no oz size)showing the 24 biggest of 37 brands

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

Market structure

98
high
Brand competition
how many brands compete
85
high
Variety of offers
how differentiated the shelf is
3
low
Top-brand grip
how much a few brands dominate
53
med
Launch whitespace
room for a new brand

store-brand share: 7% · 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 →