Equal Exchange vs Highwire · Bay Area shelf head-to-head
Equal Exchange and Highwire, side by side on Bay Area’s shelves · same instruments, same day, no sponsorship.
Equal Exchange carries more Brand PowerEqual Exchange is in more Bay Area grocersEqual Exchange fields the deeper lineupHighwire sits further up the premium end
Equal Exchange
Highwire
53
brand power
14
43
products
2
8
categories
1
14
subcategories
1
12
grocers
2
$10.29
avg price
$22.34
Brand Power, component by component
the same four weighted signals scored on both brands’ own pages.
▬ Equal Exchange▭ Highwire
Distribution · 30% of score50·8
H
carried in 12 of 24 Bay Area grocers·carried in 2 of 24 Bay Area grocers
Depth · 25% of score97
Contested categories
categories both brands play in · each bar is that brand’s share of the category’s SKUs citywide.
only Equal Exchange
only Highwire
no top category Equal Exchange doesn’t also play in.
Doors
who stocks each brand right now · shared, and each brand’s exclusive doors.
both brands
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 · Highwire