Drogheria & Alimentari® vs Mccormick · Bay Area shelf head-to-head
Drogheria & Alimentari® 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 lineupMccormick sits further up the premium end
Drogheria & Alimentari®
Mccormick
17
brand power
66
2
products
209
1
categories
16
2
subcategories
60
7
grocers
13
$3.58
price per oz
$3.65
Brand Power, component by component
the same four weighted signals scored on both brands’ own pages.
▬ Drogheria & Alimentari®▭ Mccormick
Distribution · 30% of score29·54
D
carried in 7 of 24 Bay Area grocers·carried in 13 of 24 Bay Area grocers
Depth · 25% of score15
Contested categories
categories both brands play in · each bar is that brand’s share of the category’s SKUs citywide.
only Drogheria & Alimentari®
no top category Mccormick doesn’t also play in.
Doors
who stocks each brand right now · shared, and each brand’s exclusive doors.
only Drogheria & Alimentari® · 2
only Mccormick · 8
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: Drogheria & Alimentari® · Mccormick
