Altoids vs Ice Breakers · Bay Area shelf head-to-head
Altoids and Ice Breakers, side by side on Bay Area’s shelves · same instruments, same day, no sponsorship.
Altoids is in more Bay Area grocersIce Breakers fields the deeper lineup
Altoids
Ice Breakers
21
brand power
18
6
products
11
1
categories
2
7
grocers
6
$2.72
price per oz
$2.54
Brand Power, component by component
the same four weighted signals scored on both brands’ own pages.
▬ Altoids▭ Ice Breakers
Distribution · 30% of score29·25
A
I
carried in 7 of 24 Bay Area grocers·carried in 6 of 24 Bay Area grocers
Depth · 25% of score39·60
Contested categories
categories both brands play in · each bar is that brand’s share of the category’s SKUs citywide.
only Altoids
no top category Ice Breakers doesn’t also play in.
only Ice Breakers
Doors
who stocks each brand right now · shared, and each brand’s exclusive doors.
both brands
only Altoids · 4
only Ice Breakers · 3
Head to head
each brand’s closest counterpart to the other’s, matched on what the product is (name, category, description) · not price.
both sides measured by the same instruments on the same shelves · see each brand’s full page: Altoids · Ice Breakers
