Equator vs Mills Coffee · Bay Area shelf head-to-head
Equator and Mills Coffee, side by side on Bay Area’s shelves · same instruments, same day, no sponsorship.
Equator carries more Brand PowerEquator is in more Bay Area grocersEquator fields the deeper lineupEquator sits further up the premium end
Equator
Mills Coffee
45
brand power
9
27
products
2
1
categories
1
3
subcategories
1
16
grocers
1
$14.20
avg price
$3.99
Brand Power, component by component
the same four weighted signals scored on both brands’ own pages.
▬ Equator▭ Mills Coffee
Distribution · 30% of score67·4
M
carried in 16 of 24 Bay Area grocers·carried in 1 of 24 Bay Area grocers
Depth · 25% of score89
Contested categories
categories both brands play in · each bar is that brand’s share of the category’s SKUs citywide.
only Equator
no top category Mills Coffee doesn’t also play in.
only Mills Coffee
no top category Equator 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: Equator · Mills Coffee