aisle
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San Francisco · 3 grocers · Contested

the shortbread cookies aisle

San Francisco's shortbread cookies aisle is a fragmented shelf spread across many brands: 26 products from 8 brands across 3 grocers. wackym's kitchen owns the most shelf — 23% of SKUs, ahead of clairesquares. The shelf leans seed-oil-free — 15% of SKUs carry that claim. Verdict: contested — real competition, no single winner (opportunity 65/100).

26
products
8
brands
$11.03
avg price
$5.49–$21.39
typical range

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Who owns the shelf

brands by share of the shortbread cookies shelf.

wackym's kitchen
23% of shelf6 SKUs
cclairesquares
15% of shelf4 SKUs
bbaker & barista
15% of shelf4 SKUs
aauntie jj's
12% of shelf3 SKUs
bbatter bakery
12% of shelf3 SKUs
cici's italian cookies
8% of shelf2 SKUs
mmiller's baker & barista
8% of shelf2 SKUs
bbaker & baker
8% of shelf2 SKUs

How it's positioned

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

Seed-Oil-Free
15%
Not vegan
8%
High fiber
4%
Low sugar
4%

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
premium leadersmainstream leadersniche premiumvalue playersshare of shelf →avg $/oz →
Color:no dominant segmentation on this shelf
Size:total brand reach (SKUs across all aisles)
price normalized per oz (sizes vary)1 omitted (no oz size)

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

Market structure

36
med
Brand competition
how many brands compete
71
high
Variety of offers
how differentiated the shelf is
14
low
Top-brand grip
how much a few brands dominate
65
med
Launch whitespace
room for a new brand

store-brand share: 0% · 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 →