Birdie & Louie vs Wellness · Bay Area shelf head-to-head
Birdie & Louie and Wellness, side by side on Bay Area’s shelves · same instruments, same day, no sponsorship.
Wellness carries more Brand PowerWellness is in more Bay Area grocersWellness fields the deeper lineupWellness sits further up the premium end
Birdie & Louie
Wellness
40
brand power
53
18
products
53
2
categories
3
4
subcategories
4
12
grocers
13
53.4¢
price per oz
88.2¢
Brand Power, component by component
the same four weighted signals scored on both brands’ own pages.
▬ Birdie & Louie▭ Wellness
Distribution · 30% of score50·54
carried in 12 of 24 Bay Area grocers·carried in 13 of 24 Bay Area grocers
Depth · 25% of score
Contested categories
categories both brands play in · each bar is that brand’s share of the category’s SKUs citywide.
Dog Food7 vs 15 SKUs
only Birdie & Louie
no top category Wellness doesn’t also play in.
only Wellness
Doors
who stocks each brand right now · shared, and each brand’s exclusive doors.
both brands
only Birdie & Louie · 4
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: Birdie & Louie · Wellness
