Which whole wheat bread brand owns the most shelf in San Francisco?

josey baker bread, with 21% of the shelf across 7 brands total.

How is the whole wheat bread shelf positioned in San Francisco?

50% of products lead with "Organic", followed by Plant-Based (36%). Store brands hold 0% of the shelf.

Is there whitespace for a new whole wheat bread brand in San Francisco?

Contested — opportunity scores 66/100 across 7 brands and 2 grocers.

aislewho's winning the shelf

all markets›Bread›Whole Wheat Bread

San Francisco · 2 grocers · Contested

the whole wheat bread aisle

San Francisco's whole wheat bread aisle is a fragmented shelf spread across many brands: 14 products from 7 brands across 2 grocers. josey baker bread owns the most shelf — 21% of SKUs, ahead of firebrand breads. The shelf leans organic — 50% of SKUs carry that claim. Verdict: contested — real competition, no single winner (opportunity 66/100).

products

brands

$10.18

avg price

$7.29–$13.89

typical range

More in Bread

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Who owns the shelf

brands by share of the whole wheat bread shelf.

jjosey baker bread

21% of shelf3 SKUs

firebrand breads

21% of shelf3 SKUs

tthe midwife & the baker

14% of shelf2 SKUs

aalvarado street bakery

14% of shelf2 SKUs

rudi's

14% of shelf2 SKUs

ooroweat

7% of shelf1 SKU

beckmann's

7% of shelf1 SKU

How it's positioned

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

Organic

50%

Plant-Based

36%

Vegetarian

29%

Heart Health

21%

Nut-Free

14%

Vegan

14%

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)

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

Market structure

low

Brand competition

how many brands compete

med

Variety of offers

how differentiated the shelf is

low

Top-brand grip

how much a few brands dominate

med

Launch whitespace

room for a new brand

store-brand share: 0% · scores 0–100.

More aisles

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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 →