Drogheria & Alimentari® vs Morton · Bay Area shelf head-to-head
Drogheria & Alimentari® and Morton, side by side on Bay Area’s shelves · same instruments, same day, no sponsorship.
Morton carries more Brand PowerMorton is in more Bay Area grocersMorton fields the deeper lineupDrogheria & Alimentari® sits further up the premium end
Drogheria & Alimentari®
Morton
17
brand power
40
2
products
19
1
categories
2
2
subcategories
3
7
grocers
12
$3.58
price per oz
36.5¢
Brand Power, component by component
the same four weighted signals scored on both brands’ own pages.
▬ Drogheria & Alimentari®▭ Morton
Distribution · 30% of score29·50
D
carried in 7 of 24 Bay Area grocers·carried in 12 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 Morton doesn’t also play in.
only Morton
Doors
who stocks each brand right now · shared, and each brand’s exclusive doors.
both brands
only Drogheria & Alimentari® · 1
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® · Morton
