Digiorno vs Vicolo · Bay Area shelf head-to-head
Digiorno and Vicolo, side by side on Bay Area’s shelves · same instruments, same day, no sponsorship.
Vicolo carries more Brand PowerVicolo is in more Bay Area grocersVicolo fields the deeper lineupVicolo sits further up the premium end
Digiorno
Vicolo
36
brand power
58
23
products
30
1
categories
4
1
subcategories
6
9
grocers
19
51.9¢
price per oz
90.4¢
Brand Power, component by component
the same four weighted signals scored on both brands’ own pages.
▬ Digiorno▭ Vicolo
Distribution · 30% of score38·79
D
carried in 9 of 24 Bay Area grocers·carried in 19 of 24 Bay Area grocers
Depth · 25% of score85·
Contested categories
categories both brands play in · each bar is that brand’s share of the category’s SKUs citywide.
only Digiorno
no top category Vicolo doesn’t also play in.
Doors
who stocks each brand right now · shared, and each brand’s exclusive doors.
both brands
only Digiorno · 2
only Vicolo · 12
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: Digiorno · Vicolo
