Gillette vs Now · Bay Area shelf head-to-head
Gillette and Now, side by side on Bay Area’s shelves · same instruments, same day, no sponsorship.
Now carries more Brand PowerNow is in more Bay Area grocersNow fields the deeper lineupNow sits further up the premium end
Gillette
Now
24
brand power
50
3
products
75
2
categories
14
2
subcategories
20
2
grocers
4
60.8¢
price per oz
$2.45
Brand Power, component by component
the same four weighted signals scored on both brands’ own pages.
▬ Gillette▭ Now
Distribution · 30% of score8·17
G
carried in 2 of 24 Bay Area grocers·carried in 4 of 24 Bay Area grocers
Depth · 25% of score22·
Contested categories
categories both brands play in · each bar is that brand’s share of the category’s SKUs citywide.
only Gillette
Doors
who stocks each brand right now · shared, and each brand’s exclusive doors.
only Gillette · 2
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: Gillette · Now
