the formula aisle
Bay Area's formula aisle is a fragmented shelf spread across many brands: 54 products from 13 brands across 10 grocers. similac owns the most shelf · 35% of SKUs, ahead of enfamil. Store brands hold 4%. The shelf leans organic · 4% of SKUs carry that claim. Verdict: greenfield · wide open · room for a new brand (opportunity 77/100).
Zoom in
this aisle breaks into 1 sub-categories · open one for its own shelf report.
Who owns the shelf
brands by share of the formula shelf.
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.
All stores combined.
Market structure
store-brand share: 4% · scores 0-100.
Top products
the formula products in the most Bay Area grocers · widest distribution first.
