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

the crackers aisle

San Francisco's crackers aisle is a fragmented shelf spread across many brands: 256 products from 49 brands across 4 grocers. rustic bakery owns the most shelf — 9% of SKUs, ahead of firehook. The shelf leans plant-based — 24% of SKUs carry that claim. Verdict: fragmented — a crowded free-for-all with no clear structure (opportunity 59/100).

256
products
49
brands
$7.65
avg price
$2.74–$12.55
typical range

Zoom in

this aisle breaks into 3 sub-categories — open one for its own shelf report.

Crackers · 130Graham Crackers · 6Dried Toasts and Crostinis · 3

Who owns the shelf

brands by share of the crackers shelf.

rustic bakery
9% of shelf23 SKUs
firehook
9% of shelf22 SKUs
simple mills
8% of shelf21 SKUs
annie's
6% of shelf15 SKUs
lla panzanella
6% of shelf15 SKUs
patagonia provisions
4% of shelf11 SKUs
mary's gone crackers
4% of shelf11 SKUs
uunbothered foods
4% of shelf10 SKUs
ccult crackers
3% of shelf8 SKUs
eella's flats all seed savory crisps,
3% of shelf8 SKUs
ttop seedz
3% of shelf8 SKUs
ssesmark
3% of shelf8 SKUs
wwasa
3% of shelf7 SKUs
back to nature
3% of shelf7 SKUs
rritz
2% of shelf6 SKUs
mmilton's
2% of shelf6 SKUs
bblue diamond
2% of shelf6 SKUs
rraincoast crisps
2% of shelf6 SKUs
llesley stowe raincoast crisps
2% of shelf5 SKUs
ppepperidge farm goldfish
2% of shelf5 SKUs
nnorwegian baked
2% of shelf4 SKUs
sshare crackers
2% of shelf4 SKUs
bboudin
1% of shelf3 SKUs
suzie's
1% of shelf3 SKUs
mmonet
1% of shelf3 SKUs
aabsolutely gluten free
1% of shelf2 SKUs
ffinn crisp
1% of shelf2 SKUs
ddel real
1% of shelf2 SKUs
jjoyfull bakery
1% of shelf2 SKUs
ccheez-it
1% of shelf2 SKUs
tthe organic pantry co.
1% of shelf2 SKUs
edward & sons
1% of shelf2 SKUs
cclub
0% of shelf1 SKU
ccrunchmaster
0% of shelf1 SKU
ppotter's crackers
0% of shelf1 SKU
ppremium
0% of shelf1 SKU
iines rosales usa llc
0% of shelf1 SKU
iinés rosales
0% of shelf1 SKU
ddiane love
0% of shelf1 SKU
sschär
0% of shelf1 SKU

How it's positioned

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

Plant-Based
24%
Vegetarian
24%
Organic
21%
Gluten-Free
20%
Vegan
11%
Dairy-Free
11%
Low sugar
8%
Weight Management
8%

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)4 omitted (no oz size)showing the 24 biggest of 36 brands

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

Market structure

93
high
Brand competition
how many brands compete
78
high
Variety of offers
how differentiated the shelf is
4
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 →