First Mate vs Nulo · Bay Area shelf head-to-head
First Mate and Nulo, side by side on Bay Area’s shelves · same instruments, same day, no sponsorship.
Brand Power, component by component
the same four weighted signals scored on both brands’ own pages.
carried in 1 of 24 Bay Area grocers·carried in 1 of 24 Bay Area grocers
Contested categories
categories both brands play in · each bar is that brand’s share of the category’s SKUs citywide.
only First Mate
no top category Nulo doesn’t also play in.
only Nulo
Doors
who stocks each brand right now · shared, and each brand’s exclusive doors.
no exclusive doors — everywhere First Mate is, Nulo is too.
no exclusive doors — everywhere Nulo is, First Mate 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: First Mate · Nulo
