Flour + Water vs De Cecco · Bay Area shelf head-to-head
Flour + Water and De Cecco, side by side on Bay Area’s shelves · same instruments, same day, no sponsorship.
De Cecco carries more Brand PowerDe Cecco is in more Bay Area grocersDe Cecco fields the deeper lineupFlour + Water sits further up the premium end
Flour + Water
De Cecco
32
brand power
57
6
products
66
2
categories
5
5
subcategories
24
11
grocers
15
54.8¢
price per oz
35.5¢
Brand Power, component by component
the same four weighted signals scored on both brands’ own pages.
▬ Flour + Water▭ De Cecco
Distribution · 30% of score46·63
carried in 11 of 24 Bay Area grocers·carried in 15 of 24 Bay Area grocers
Depth · 25% of score
Contested categories
categories both brands play in · each bar is that brand’s share of the category’s SKUs citywide.
only Flour + Water
only De Cecco
Doors
who stocks each brand right now · shared, and each brand’s exclusive doors.
both brands
only Flour + Water · 2
only De Cecco · 6
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: Flour + Water · De Cecco
