Effie's Homemade vs Mcvitie's · Bay Area shelf head-to-head
Effie's Homemade and Mcvitie's, side by side on Bay Area’s shelves · same instruments, same day, no sponsorship.
Mcvitie's carries more Brand PowerEffie's Homemade is in more Bay Area grocersMcvitie's fields the deeper lineupEffie's Homemade sits further up the premium end
Effie's Homemade
Mcvitie's
34
brand power
40
9
products
25
2
categories
2
2
subcategories
4
11
grocers
10
$1.20
price per oz
71.0¢
Brand Power, component by component
the same four weighted signals scored on both brands’ own pages.
▬ Effie's Homemade▭ Mcvitie's
Distribution · 30% of score46·42
carried in 11 of 24 Bay Area grocers·carried in 10 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.
only Effie's Homemade
only Mcvitie's
Doors
who stocks each brand right now · shared, and each brand’s exclusive doors.
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: Effie's Homemade · Mcvitie's
