the packaged biscuits aisle
Bay Area's packaged biscuits aisle is a fragmented shelf spread across many brands: 215 products from 45 brands across 20 grocers. mcvitie's owns the most shelf · 18% of SKUs, ahead of effie's homemade. Store brands hold 2%. The shelf leans heart health · 0% of SKUs carry that claim. Verdict: fragmented · a crowded free-for-all with no clear structure (opportunity 59/100).
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Who owns the shelf
brands by share of the packaged biscuits 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: 2% · scores 0-100.
Top products
the packaged biscuits products in the most Bay Area grocers · widest distribution first.
