Bulletproof vs Illy · Bay Area shelf head-to-head
Bulletproof and Illy, side by side on Bay Area’s shelves · same instruments, same day, no sponsorship.
Illy carries more Brand PowerIlly is in more Bay Area grocersIlly fields the deeper lineupIlly sits further up the premium end
Bulletproof
Illy
33
brand power
40
14
products
18
3
categories
1
4
subcategories
4
7
grocers
13
$1.93
price per oz
$2.42
Brand Power, component by component
the same four weighted signals scored on both brands’ own pages.
▬ Bulletproof▭ Illy
Distribution · 30% of score29·54
B
carried in 7 of 24 Bay Area grocers·carried in 13 of 24 Bay Area grocers
Depth · 25% of score69·
Contested categories
categories both brands play in · each bar is that brand’s share of the category’s SKUs citywide.
only Bulletproof
only Illy
no top category Bulletproof doesn’t also play in.
Doors
who stocks each brand right now · shared, and each brand’s exclusive doors.
only Bulletproof · 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: Bulletproof · Illy
