Equal Exchange vs Ghirardelli · Bay Area shelf head-to-head
Equal Exchange and Ghirardelli, side by side on Bay Area’s shelves · same instruments, same day, no sponsorship.
Ghirardelli carries more Brand PowerGhirardelli is in more Bay Area grocersGhirardelli fields the deeper lineupEqual Exchange sits further up the premium end
Equal Exchange
Ghirardelli
53
brand power
67
43
products
69
8
categories
7
14
subcategories
9
12
grocers
19
$2.14
price per oz
$1.47
Brand Power, component by component
the same four weighted signals scored on both brands’ own pages.
▬ Equal Exchange▭ Ghirardelli
Distribution · 30% of score50·79
carried in 12 of 24 Bay Area grocers·carried in 19 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.
Hot Drinks1 vs 3 SKUs
only Equal Exchange
Doors
who stocks each brand right now · shared, and each brand’s exclusive doors.
both brands
only Equal Exchange · 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: Equal Exchange · Ghirardelli
