Decoy vs Bonterra · Bay Area shelf head-to-head
Decoy and Bonterra, side by side on Bay Area’s shelves · same instruments, same day, no sponsorship.
Bonterra carries more Brand PowerDecoy is in more Bay Area grocersBonterra fields the deeper lineup
Decoy
Bonterra
13
brand power
18
3
products
6
1
categories
2
2
subcategories
6
2
grocers
1
$21.99
avg price
$10.99
Brand Power, component by component
the same four weighted signals scored on both brands’ own pages.
▬ Decoy▭ Bonterra
Distribution · 30% of score8·4
D
carried in 2 of 24 Bay Area grocers·carried in 1 of 24 Bay Area grocers
Depth · 25% of score22·
Contested categories
categories both brands play in · each bar is that brand’s share of the category’s SKUs citywide.
only Decoy
no top category Bonterra doesn’t also play in.
only Bonterra
Doors
who stocks each brand right now · shared, and each brand’s exclusive doors.
both brands
only Decoy · 1
only Bonterra · 0
no exclusive doors — everywhere Bonterra is, Decoy 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: Decoy · Bonterra
