Birds Eye vs Path Of Life · Bay Area shelf head-to-head
Birds Eye and Path Of Life, side by side on Bay Area’s shelves · same instruments, same day, no sponsorship.
Birds Eye carries more Brand PowerBirds Eye is in more Bay Area grocersBirds Eye fields the deeper lineupPath Of Life sits further up the premium end
Birds Eye
Path Of Life
51
brand power
20
64
products
5
5
categories
2
10
subcategories
2
9
grocers
3
$4.86
avg price
$7.24
Brand Power, component by component
the same four weighted signals scored on both brands’ own pages.
▬ Birds Eye▭ Path Of Life
Distribution · 30% of score38·13
B
P
carried in 9 of 24 Bay Area grocers·carried in 3 of 24 Bay Area grocers
Depth · 25% of score100·34
Contested categories
categories both brands play in · each bar is that brand’s share of the category’s SKUs citywide.
only Birds Eye
only Path Of Life
no top category Birds Eye doesn’t also play in.
Doors
who stocks each brand right now · shared, and each brand’s exclusive doors.
both brands
only Birds Eye · 7
only Path Of Life · 1
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: Birds Eye · Path Of Life
