Betty Crocker vs Renewal Mill · Bay Area shelf head-to-head
Betty Crocker and Renewal Mill, side by side on Bay Area’s shelves · same instruments, same day, no sponsorship.
Betty Crocker carries more Brand PowerBetty Crocker is in more Bay Area grocersBetty Crocker fields the deeper lineupRenewal Mill sits further up the premium end
Betty Crocker
Renewal Mill
66
brand power
13
106
products
2
7
categories
1
10
subcategories
1
12
grocers
4
56.5¢
price per oz
70.7¢
Brand Power, component by component
the same four weighted signals scored on both brands’ own pages.
▬ Betty Crocker▭ Renewal Mill
Distribution · 30% of score50·17
R
carried in 12 of 24 Bay Area grocers·carried in 4 of 24 Bay Area grocers
Depth · 25% of score100
Contested categories
categories both brands play in · each bar is that brand’s share of the category’s SKUs citywide.
only Renewal Mill
no top category Betty Crocker doesn’t also play in.
Doors
who stocks each brand right now · shared, and each brand’s exclusive doors.
both brands
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: Betty Crocker · Renewal Mill
