Forager Project vs Kefir Lab · Bay Area shelf head-to-head
Forager Project and Kefir Lab, side by side on Bay Area’s shelves · same instruments, same day, no sponsorship.
Forager Project carries more Brand PowerForager Project is in more Bay Area grocersForager Project fields the deeper lineupKefir Lab sits further up the premium end
Forager Project
Kefir Lab
62
brand power
39
43
products
11
12
categories
2
14
subcategories
3
18
grocers
9
38.4¢
price per fl oz
$1.10
Brand Power, component by component
the same four weighted signals scored on both brands’ own pages.
▬ Forager Project▭ Kefir Lab
Distribution · 30% of score75·38
carried in 18 of 24 Bay Area grocers·carried in 9 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.
Health Drinks1 vs 6 SKUs
1% of shelf
only Forager Project
only Kefir Lab
no top category Forager Project doesn’t also play in.
Doors
who stocks each brand right now · shared, and each brand’s exclusive doors.
both brands
only Forager Project · 10
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: Forager Project · Kefir Lab
