Diaspora Co. vs Mccormick · Bay Area shelf head-to-head
Diaspora Co. and Mccormick, side by side on Bay Area’s shelves · same instruments, same day, no sponsorship.
Mccormick carries more Brand PowerMccormick is in more Bay Area grocersMccormick fields the deeper lineupDiaspora Co. sits further up the premium end
Diaspora Co.
Mccormick
29
brand power
66
12
products
209
4
categories
16
7
subcategories
60
2
grocers
13
$7.28
price per oz
$3.65
Brand Power, component by component
the same four weighted signals scored on both brands’ own pages.
▬ Diaspora Co.▭ Mccormick
Distribution · 30% of score8·54
carried in 2 of 24 Bay Area grocers·carried in 13 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.
Spices9 vs 106 SKUs
1% of shelf
only Diaspora Co.
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: Diaspora Co. · Mccormick
