Fathai vs Kikkoman · Bay Area shelf head-to-head
Fathai and Kikkoman, side by side on Bay Area’s shelves · same instruments, same day, no sponsorship.
Kikkoman carries more Brand PowerKikkoman is in more Bay Area grocersKikkoman fields the deeper lineup
Fathai
Kikkoman
17
brand power
64
4
products
66
2
categories
9
3
subcategories
16
1
grocers
18
$3.59
avg price
$5.94
Brand Power, component by component
the same four weighted signals scored on both brands’ own pages.
▬ Fathai▭ Kikkoman
Distribution · 30% of score4·75
F
carried in 1 of 24 Bay Area grocers·carried in 18 of 24 Bay Area grocers
Depth · 25% of score28·
Contested categories
categories both brands play in · each bar is that brand’s share of the category’s SKUs citywide.
only Fathai
no top category Kikkoman doesn’t also play in.
Doors
who stocks each brand right now · shared, and each brand’s exclusive doors.
both brands
only Fathai · 0
no exclusive doors — everywhere Fathai is, Kikkoman is too.
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: Fathai · Kikkoman