De Cecco vs Monograno Felicetti · Bay Area shelf head-to-head
De Cecco and Monograno Felicetti, side by side on Bay Area’s shelves · same instruments, same day, no sponsorship.
De Cecco carries more Brand PowerDe Cecco is in more Bay Area grocersDe Cecco fields the deeper lineupMonograno Felicetti sits further up the premium end
De Cecco
Monograno Felicetti
57
brand power
15
66
products
5
5
categories
1
24
subcategories
4
15
grocers
3
35.5¢
price per oz
57.9¢
Brand Power, component by component
the same four weighted signals scored on both brands’ own pages.
▬ De Cecco▭ Monograno Felicetti
Distribution · 30% of score63·13
M
carried in 15 of 24 Bay Area grocers·carried in 3 of 24 Bay Area grocers
Depth · 25% of score100
Contested categories
categories both brands play in · each bar is that brand’s share of the category’s SKUs citywide.
only De Cecco
only Monograno Felicetti
no top category De Cecco doesn’t also play in.
Doors
who stocks each brand right now · shared, and each brand’s exclusive doors.
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: De Cecco · Monograno Felicetti
