Calidad vs Doritos · Bay Area shelf head-to-head
Calidad and Doritos, side by side on Bay Area’s shelves · same instruments, same day, no sponsorship.
Doritos carries more Brand PowerDoritos is in more Bay Area grocersDoritos fields the deeper lineupDoritos sits further up the premium end
Calidad
Doritos
23
brand power
41
5
products
46
2
categories
1
7
grocers
10
28.1¢
price per oz
76.3¢
Brand Power, component by component
the same four weighted signals scored on both brands’ own pages.
▬ Calidad▭ Doritos
Distribution · 30% of score29·42
C
carried in 7 of 24 Bay Area grocers·carried in 10 of 24 Bay Area grocers
Depth · 25% of score34·
Contested categories
categories both brands play in · each bar is that brand’s share of the category’s SKUs citywide.
only Calidad
only Doritos
no top category Calidad doesn’t also play in.
Doors
who stocks each brand right now · shared, and each brand’s exclusive doors.
only Calidad · 2
only Doritos · 5
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: Calidad · Doritos
