Ethel's Baking Co vs Sweetmill · Bay Area shelf head-to-head
Ethel's Baking Co and Sweetmill, side by side on Bay Area’s shelves · same instruments, same day, no sponsorship.
Ethel's Baking Co carries more Brand PowerEthel's Baking Co is in more Bay Area grocersEthel's Baking Co fields the deeper lineupSweetmill sits further up the premium end
Ethel's Baking Co
Sweetmill
28
brand power
15
10
products
3
3
categories
2
5
subcategories
2
3
grocers
2
$7.35
avg price
$5.65
Brand Power, component by component
the same four weighted signals scored on both brands’ own pages.
▬ Ethel's Baking Co▭ Sweetmill
Distribution · 30% of score13·8
S
carried in 3 of 24 Bay Area grocers·carried in 2 of 24 Bay Area grocers
Depth · 25% of score57
Contested categories
categories both brands play in · each bar is that brand’s share of the category’s SKUs citywide.
only Ethel's Baking Co
only Sweetmill
no top category Ethel's Baking Co doesn’t also play in.
Doors
who stocks each brand right now · shared, and each brand’s exclusive doors.
only Ethel's Baking Co · 3
only Sweetmill · 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: Ethel's Baking Co · Sweetmill
