Fancy Feast vs Iams · Bay Area shelf head-to-head
Fancy Feast and Iams, side by side on Bay Area’s shelves · same instruments, same day, no sponsorship.
Fancy Feast carries more Brand PowerFancy Feast is in more Bay Area grocersFancy Feast fields the deeper lineupFancy Feast sits further up the premium end
Fancy Feast
Iams
57
brand power
25
102
products
11
1
categories
2
2
subcategories
2
14
grocers
6
64.5¢
price per oz
32.3¢
Brand Power, component by component
the same four weighted signals scored on both brands’ own pages.
▬ Fancy Feast▭ Iams
Distribution · 30% of score58·25
F
I
carried in 14 of 24 Bay Area grocers·carried in 6 of 24 Bay Area grocers
Depth · 25% of score100·60
Contested categories
categories both brands play in · each bar is that brand’s share of the category’s SKUs citywide.
only Fancy Feast
no top category Iams doesn’t also play in.
only Iams
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: Fancy Feast · Iams
