Bay Area · 21 grocers · Contested🔥 heat 77 · HOT
the frozen waffles aisle
Bay Area's frozen waffles aisle is a fragmented shelf spread across many brands: 205 products from 22 brands across 21 grocers. kellogg's eggo owns the most shelf · 49% of SKUs, ahead of van's foods. Store brands hold 2%. The shelf leans plant-based · 2% of SKUs carry that claim. Verdict: contested · real competition, no single winner (opportunity 64/100).
205
products
22
brands
$6.85
avg price
$2.33-$11.37
typical range
More in Frozen Breakfast
Who owns the shelf
brands by share of the frozen waffles 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.
scale
Color:indulgentbetter-for-you
Size:total brand reach (SKUs across all aisles)
price normalized per ct (sizes vary)5 omitted (no ct size)All stores combined.
Market structure
71
highBrand competition
how many brands compete
76
highVariety of offers
how differentiated the shelf is
16
lowTop-brand grip
how much a few brands dominate
64
medLaunch whitespace
room for a new brand
store-brand share: 2% · scores 0-100.
Top products
the frozen waffles products in the most Bay Area grocers · widest distribution first.
Kellogg's Eggo Homestyle Frozen Waffles
$2.9910 grocers
Van's Foods Simply Delicious Gluten-Free Waffles, Totally Original
$4.3910 grocers
Kellogg's Eggo Buttermilk Waffles, Breakfast Food
$4.697 grocers
Kodiak Power Waffles, Blueberry, Thick and Fluffy, Protein-Packed
$7.997 grocers
Kodiak Thick And Fluffy Buttermilk & Vanilla Waffles
$7.997 grocers
Kellogg's Eggo Minis Cinnamon Toast Waffles
$2.996 grocers
Van's Foods Waffles, Gluten Free, Blueberry
$4.396 grocers
Van's Foods Power Grains Waffles Totally Natural
$4.496 grocers
Kellogg's Eggo Blueberry Waffles, Breakfast Food
$4.696 grocers
Kellogg's Eggo Chocolatey Chip Waffles, Breakfast Food
$4.696 grocers
