Dietz & Watson vs Applegate · Bay Area shelf head-to-head
Dietz & Watson and Applegate, side by side on Bay Area’s shelves · same instruments, same day, no sponsorship.
Applegate carries more Brand PowerApplegate is in more Bay Area grocersApplegate fields the deeper lineupApplegate sits further up the premium end
Dietz & Watson
Applegate
46
brand power
72
48
products
111
7
categories
18
16
subcategories
21
8
grocers
20
$1.44
price per oz
$1.35
Brand Power, component by component
the same four weighted signals scored on both brands’ own pages.
▬ Dietz & Watson▭ Applegate
Distribution · 30% of score33·83
carried in 8 of 24 Bay Area grocers·carried in 20 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.
Deli Meats36 vs 27 SKUs
8% of shelf
only Dietz & Watson
Doors
who stocks each brand right now · shared, and each brand’s exclusive doors.
both brands
only Dietz & Watson · 1
only Applegate · 13
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: Dietz & Watson · Applegate
