Iams vs Fancy Feast · Bay Area shelf head-to-head
Iams and Fancy Feast, side by side on Bay Area’s shelves · same instruments, same day, no sponsorship.
Fancy Feast carries more Brand PowerFancy Feast is in more Bay Area grocersFancy Feast fields the deeper lineupFancy Feast sits further up the premium end
Iams
Fancy Feast
25
brand power
57
11
products
102
2
categories
1
2
subcategories
2
6
grocers
14
32.3¢
price per oz
64.5¢
Brand Power, component by component
the same four weighted signals scored on both brands’ own pages.
▬ Iams▭ Fancy Feast
Distribution · 30% of score25·58
I
F
carried in 6 of 24 Bay Area grocers·carried in 14 of 24 Bay Area grocers
Depth · 25% of score60·100
Contested categories
categories both brands play in · each bar is that brand’s share of the category’s SKUs citywide.
only Iams
only Fancy Feast
no top category Iams doesn’t also play in.
Doors
who stocks each brand right now · shared, and each brand’s exclusive doors.
both brands
only Iams · 0
no exclusive doors — everywhere Iams is, Fancy Feast 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: Iams · Fancy Feast
