Bay Area · 22 grocers · Fragmented❄️ heat 30 · COOL
the ketchup aisle
Bay Area's ketchup aisle is a fragmented shelf spread across many brands: 227 products from 35 brands across 22 grocers. heinz owns the most shelf · 72% of SKUs, ahead of portlandia. Store brands hold 4%. The shelf leans organic · 5% of SKUs carry that claim. Verdict: fragmented · a crowded free-for-all with no clear structure (opportunity 63/100).
227
products
35
brands
$7.10
avg price
$0.21-$0.73 /oz
typical range
More in Condiments
Who owns the shelf
brands by share of the ketchup 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)
3 omitted (no image)All stores combined.
Market structure
86
highBrand competition
how many brands compete
81
highVariety of offers
how differentiated the shelf is
17
lowTop-brand grip
how much a few brands dominate
63
medLaunch whitespace
room for a new brand
store-brand share: 4% · scores 0-100.
Top products
the ketchup products in the most Bay Area grocers · widest distribution first.
Primal Kitchen Organic Unsweetened Squeeze Ketchup
$4.9914 grocers
Heinz Organic Tomato Ketchup
$5.5914 grocers
Heinz Tomato Ketchup
$4.5911 grocers
Heinz Tomato Ketchup with No Sugar Added
$5.499 grocers
Heinz Tomato Ketchup
$3.998 grocers
Organicville Ketchup
$4.397 grocers
Heinz Tomato Ketchup
$4.597 grocers
Portlandia Foods Portland Organic Ketchup
$4.797 grocers
CADIA Tomato Ketchup
$3.896 grocers
WOODSTOCK Organic Tomato Ketchup
$4.296 grocers
