Double Rainbow vs Mcconnell’s · Bay Area shelf head-to-head
Double Rainbow and Mcconnell’s, side by side on Bay Area’s shelves · same instruments, same day, no sponsorship.
Mcconnell’s carries more Brand PowerMcconnell’s is in more Bay Area grocersMcconnell’s fields the deeper lineupMcconnell’s sits further up the premium end
Double Rainbow
Mcconnell’s
30
brand power
37
17
products
21
1
categories
2
1
subcategories
3
8
grocers
9
42.5¢
price per fl oz
77.7¢
Brand Power, component by component
the same four weighted signals scored on both brands’ own pages.
▬ Double Rainbow▭ Mcconnell’s
Distribution · 30% of score33·38
carried in 8 of 24 Bay Area grocers·carried in 9 of 24 Bay Area grocers
Depth
Contested categories
categories both brands play in · each bar is that brand’s share of the category’s SKUs citywide.
only Double Rainbow
no top category Mcconnell’s doesn’t also play in.
only Mcconnell’s
Doors
who stocks each brand right now · shared, and each brand’s exclusive doors.
both brands
only Double Rainbow · 1
only Mcconnell’s · 2
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: Double Rainbow · Mcconnell’s
