the personal care aisle
Bay Area's personal care aisle is a fragmented shelf spread across many brands: 235 products from 54 brands across 8 grocers. humble brands owns the most shelf · 27% of SKUs, ahead of crystal deodorant. Store brands hold 1%. The shelf leans organic · 1% of SKUs carry that claim. Verdict: fragmented · a crowded free-for-all with no clear structure (opportunity 62/100).
Zoom in
this aisle breaks into 4 sub-categories · open one for its own shelf report.
Who owns the shelf
brands by share of the personal care 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: 1% · scores 0-100.
Top products
the personal care products in the most Bay Area grocers · widest distribution first.
