Colgate vs Desert Essence · Bay Area shelf head-to-head
Colgate and Desert Essence, side by side on Bay Area’s shelves · same instruments, same day, no sponsorship.
Desert Essence carries more Brand PowerDesert Essence fields the deeper lineup
Colgate
Desert Essence
33
brand power
50
9
products
44
1
categories
7
1
subcategories
15
4
grocers
4
$2.57
price per oz
$1.98
Brand Power, component by component
the same four weighted signals scored on both brands’ own pages.
▬ Colgate▭ Desert Essence
Distribution · 30% of score17·17
carried in 4 of 24 Bay Area grocers·carried in 4 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 Colgate
no top category Desert Essence doesn’t also play in.
Doors
who stocks each brand right now · shared, and each brand’s exclusive doors.
both brands
only Colgate · 2
only Desert Essence · 2
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: Colgate · Desert Essence
