Bay Area · 23 grocers · Fragmented🔥 heat 74 · HOT
the tortilla chips aisle
Bay Area's tortilla chips aisle is a fragmented shelf spread across many brands: 887 products from 72 brands across 23 grocers. late july snacks owns the most shelf · 21% of SKUs, ahead of doritos. Store brands hold 3%. The shelf leans gluten-free · 3% of SKUs carry that claim. Verdict: fragmented · a crowded free-for-all with no clear structure (opportunity 58/100).
887
products
72
brands
$6.21
avg price
$0.32-$1.45 /oz
typical range
More in Chips
Who owns the shelf
brands by share of the tortilla chips 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)
price normalized per oz (sizes vary)1 omitted (no oz size)showing the 24 biggest of 26 brandsAll stores combined.
Market structure
98
highBrand competition
how many brands compete
78
highVariety of offers
how differentiated the shelf is
6
lowTop-brand grip
how much a few brands dominate
58
medLaunch whitespace
room for a new brand
store-brand share: 3% · scores 0-100.
Top products
the tortilla chips products in the most Bay Area grocers · widest distribution first.
Sabor Mexicano Tortilla Chips, Original, Home Made
$6.7917 grocers
Morenita Salt and Lime Tortilla Chips
$5.4916 grocers
Morenita Original Tortilla Chips
$5.4916 grocers
LATE JULY Snacks Sea Salt Tortilla Chips
$3.8914 grocers
Morenita Chile Lime Tortilla Chips
$5.4914 grocers
Casa Sanchez Tortilla Chips, Thin & Light
$4.6913 grocers
Casa Sanchez Tortilla Chips, Thick & Crispy
$4.6913 grocers
LATE JULY Snacks Restaurant Style Sea Salt Tortilla Chips
$4.4912 grocers
Sabor Mexicano Home Made, Blue Corn Tortilla Chips
$6.7912 grocers
Primavera Organic Tortilla Chips
$6.3911 grocers
