Da Morgada vs Fishwife · Bay Area shelf head-to-head
Da Morgada and Fishwife, side by side on Bay Area’s shelves · same instruments, same day, no sponsorship.
Fishwife carries more Brand PowerFishwife is in more Bay Area grocersFishwife fields the deeper lineupDa Morgada sits further up the premium end
Da Morgada
Fishwife
22
brand power
54
6
products
28
2
categories
3
4
subcategories
6
2
grocers
15
$3.02
price per oz
$3.78
Brand Power, component by component
the same four weighted signals scored on both brands’ own pages.
▬ Da Morgada▭ Fishwife
Distribution · 30% of score8·63
D
carried in 2 of 24 Bay Area grocers·carried in 15 of 24 Bay Area grocers
Depth · 25% of score39·
Contested categories
categories both brands play in · each bar is that brand’s share of the category’s SKUs citywide.
only Da Morgada
only Fishwife
Doors
who stocks each brand right now · shared, and each brand’s exclusive doors.
both brands
only Da Morgada · 0
no exclusive doors — everywhere Da Morgada is, Fishwife is too.
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: Da Morgada · Fishwife