aisle
all markets›Fruits
San Francisco · 3 grocers · Contested

the fruits aisle

San Francisco's fruits aisle is a fragmented shelf spread across many brands: 148 products from 22 brands across 3 grocers. Store brands hold 4%. The shelf leans minimally processed — 61% of SKUs carry that claim. Verdict: contested — real competition, no single winner (opportunity 25/100).

148
products
22
brands
$7.27
avg price
$0.51–$17.16
typical range

Zoom in

this aisle breaks into 31 sub-categories — open one for its own shelf report.

Strawberries · 11Pluots · 8Pineapples · 8Mixed Fruits · 7Frozen Strawberries · 6Frozen Smoothie Mix · 5Red Raspberries · 4Red Grapes · 4Hass Avocado · 3Tommy Atkins Mangos · 3Ruby Red Grapefruit · 3Frozen Mango · 3Frozen Raspberries · 3Honeycrisp Apples · 2Plums · 2Other Apples · 2Mangos · 2Frozen Peaches · 2Melon De Bourgogne · 2Meyer Lemons · 2Yellow Passionfruit · 1Frozen Pineapple · 1Maradol Papayas · 1Navel Oranges · 1Other Apricots · 1Rainier Cherries · 1Red Dragonfruit · 1Reed Avocado · 1Rhubarb · 1Santa Claus Melons · 1Fresh Dates · 1

Who owns the shelf

brands by share of the fruits shelf.

woodstock
5% of shelf7 SKUs
cadia
5% of shelf7 SKUs
stahlbush island farms
4% of shelf6 SKUs
cascadian farm
3% of shelf5 SKUs
ssambazon
3% of shelf4 SKUs
sseal the seasons
1% of shelf2 SKUs
gus'sPL
1% of shelf2 SKUs
bi-rite marketPL
1% of shelf2 SKUs
luke’s localPL
1% of shelf2 SKUs
eevive smoothie cubes
1% of shelf2 SKUs
ssenor mango
1% of shelf1 SKU
ggoldbud farms
1% of shelf1 SKU
cal-organic
1% of shelf1 SKU
ddole
1% of shelf1 SKU
ddomain jean aubron
1% of shelf1 SKU
ddriscoll's
1% of shelf1 SKU
frog hollow farm
1% of shelf1 SKU
ggilbert chon
1% of shelf1 SKU
aalden’s organic
1% of shelf1 SKU
llocal/organic farms
1% of shelf1 SKU
plum organics
1% of shelf1 SKU
reed’s
1% of shelf1 SKU

How it's positioned

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

Minimally Processed
61%
Gluten-Free
61%
Vegetarian
61%
Vegan
61%
Dairy-Free
61%
Organic
33%
Seed-Oil-Free
8%
High fiber
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 $/unit →
Color:indulgentbetter-for-you
Size:total brand reach (SKUs across all aisles)
price normalized per unit (sizes vary)15 omitted (no unit size)

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

Market structure

71
high
Brand competition
how many brands compete
19
low
Variety of offers
how differentiated the shelf is
1
low
Top-brand grip
how much a few brands dominate
25
low
Launch whitespace
room for a new brand

store-brand share: 4% · 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 →