I Can't Believe It's Not Butter vs Earth Balance · Bay Area shelf head-to-head
I Can't Believe It's Not Butter and Earth Balance, side by side on Bay Area’s shelves · same instruments, same day, no sponsorship.
Earth Balance carries more Brand PowerEarth Balance is in more Bay Area grocersEarth Balance fields the deeper lineupEarth Balance sits further up the premium end
I Can't Believe It's Not Butter
Earth Balance
21
brand power
45
5
products
13
2
categories
4
3
subcategories
5
7
grocers
15
49.3¢
price per oz
62.5¢
Brand Power, component by component
the same four weighted signals scored on both brands’ own pages.
▬ I Can't Believe It's Not Butter▭ Earth Balance
Distribution · 30% of score29·63
I
carried in 7 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 I Can't Believe It's Not Butter
only Earth Balance
Doors
who stocks each brand right now · shared, and each brand’s exclusive doors.
both brands
only I Can't Believe It's Not Butter · 1
only Earth Balance · 9
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: I Can't Believe It's Not Butter · Earth Balance
