Diamond Crystal vs Morton · Bay Area shelf head-to-head
Diamond Crystal and Morton, side by side on Bay Area’s shelves · same instruments, same day, no sponsorship.
Morton carries more Brand PowerDiamond Crystal is in more Bay Area grocersMorton fields the deeper lineup
Diamond Crystal
Morton
27
brand power
40
5
products
19
1
categories
2
1
subcategories
3
13
grocers
12
32.2¢
price per oz
36.5¢
Brand Power, component by component
the same four weighted signals scored on both brands’ own pages.
▬ Diamond Crystal▭ Morton
Distribution · 30% of score54·50
carried in 13 of 24 Bay Area grocers·carried in 12 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 Diamond Crystal
no top category Morton doesn’t also play in.
only Morton
Doors
who stocks each brand right now · shared, and each brand’s exclusive doors.
both brands
only Diamond Crystal · 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: Diamond Crystal · Morton
