Bay Area · 21 grocers · Contested
the vanilla extract aisle
Bay Area's vanilla extract aisle is a fragmented shelf spread across many brands: 163 products from 25 brands across 21 grocers. nielsen-massey owns the most shelf · 35% of SKUs, ahead of flavorganics. Store brands hold 4%. The shelf leans gluten-free · 4% of SKUs carry that claim. Verdict: contested · real competition, no single winner (opportunity 70/100).
163
products
25
brands
$19.00
avg price
$4.15-$8.52 /fl oz
typical range
Who owns the shelf
brands by share of the vanilla extract 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 fl oz (sizes vary)4 omitted (no fl oz size)3 omitted (no image)All stores combined.
Market structure
75
highBrand competition
how many brands compete
65
medVariety of offers
how differentiated the shelf is
9
lowTop-brand grip
how much a few brands dominate
70
highLaunch whitespace
room for a new brand
store-brand share: 4% · scores 0-100.
Top products
the vanilla extract products in the most Bay Area grocers · widest distribution first.
Morton & Bassett Spices Pure Vanilla Extract
$12.1910 grocers
McCormick Pure Vanilla Extract
$5.999 grocers
Simply Organic Vanilla Extract, Pure Madagascar
$10.999 grocers
McCormick Pure Vanilla Extract
$8.998 grocers
Beyond Good Pure Madagascar Vanilla Extract
$9.996 grocers
Nielsen-Massey Madagascar Bourbon Pure Vanilla Extract
$25.995 grocers
Morton & Bassett Spices Vanilla Powder
$8.994 grocers
Flavorganics Vanilla Extract, Organic
$11.694 grocers
CADIA Extract, Organic, Vanilla, Pure
$14.094 grocers
Spicely Organics Vanilla Extract, Organic
$14.294 grocers
