Bela vs Da Morgada · Bay Area shelf head-to-head
Bela and Da Morgada, side by side on Bay Area’s shelves · same instruments, same day, no sponsorship.
Da Morgada carries more Brand PowerBela is in more Bay Area grocersDa Morgada sits further up the premium end
Bela
Da Morgada
14
brand power
22
5
products
6
1
categories
2
3
subcategories
4
8
grocers
2
$1.57
price per oz
$3.02
Brand Power, component by component
the same four weighted signals scored on both brands’ own pages.
▬ Bela▭ Da Morgada
Distribution · 30% of score33·8
B
D
carried in 8 of 24 Bay Area grocers·carried in 2 of 24 Bay Area grocers
Depth · 25% of score34·39
Contested categories
categories both brands play in · each bar is that brand’s share of the category’s SKUs citywide.
only Bela
no top category Da Morgada doesn’t also play in.
only Da Morgada
Doors
who stocks each brand right now · shared, and each brand’s exclusive doors.
both brands
only Bela · 6
only Da Morgada · 0
no exclusive doors — everywhere Da Morgada is, Bela 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: Bela · Da Morgada
