Burlap & Barrel vs Mccormick · Bay Area shelf head-to-head
Burlap & Barrel and Mccormick, side by side on Bay Area’s shelves · same instruments, same day, no sponsorship.
Mccormick carries more Brand PowerMccormick is in more Bay Area grocersMccormick fields the deeper lineupBurlap & Barrel sits further up the premium end
Burlap & Barrel
Mccormick
39
brand power
66
23
products
209
2
categories
16
15
subcategories
60
4
grocers
13
$22.88
price per oz
$3.65
Brand Power, component by component
the same four weighted signals scored on both brands’ own pages.
▬ Burlap & Barrel▭ Mccormick
Distribution · 30% of score17·54
carried in 4 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.
only Burlap & Barrel
no top category Mccormick doesn’t also play in.
Doors
who stocks each brand right now · shared, and each brand’s exclusive doors.
both brands
only Burlap & Barrel · 3
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: Burlap & Barrel · Mccormick
