Baxters vs Divina · Bay Area shelf head-to-head
Baxters and Divina, side by side on Bay Area’s shelves · same instruments, same day, no sponsorship.
Divina carries more Brand PowerDivina is in more Bay Area grocersDivina fields the deeper lineupDivina sits further up the premium end
Baxters
Divina
15
brand power
69
2
products
77
2
categories
14
2
subcategories
20
3
grocers
20
65.7¢
price per oz
$1.04
Brand Power, component by component
the same four weighted signals scored on both brands’ own pages.
▬ Baxters▭ Divina
Distribution · 30% of score13·83
B
carried in 3 of 24 Bay Area grocers·carried in 20 of 24 Bay Area grocers
Depth · 25% of score15·
Contested categories
categories both brands play in · each bar is that brand’s share of the category’s SKUs citywide.
only Baxters
no top category Divina doesn’t also play in.
Doors
who stocks each brand right now · shared, and each brand’s exclusive doors.
only Baxters · 0
no exclusive doors — everywhere Baxters is, Divina is too.
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: Baxters · Divina