Iblea vs Morton · Bay Area shelf head-to-head
Iblea and Morton, side by side on Bay Area’s shelves · same instruments, same day, no sponsorship.
Morton carries more Brand PowerMorton is in more Bay Area grocersMorton fields the deeper lineup
Iblea
Morton
14
brand power
40
2
products
19
1
categories
2
1
subcategories
3
4
grocers
12
30.7¢
price per oz
36.5¢
Brand Power, component by component
the same four weighted signals scored on both brands’ own pages.
▬ Iblea▭ Morton
Distribution · 30% of score17·50
I
carried in 4 of 24 Bay Area grocers·carried in 12 of 24 Bay Area grocers
Depth · 25% of score15·
Contested categories
categories both brands play in · each bar is that brand’s share of the category’s SKUs citywide.
only Iblea
no top category Morton doesn’t also play in.
only Morton
Doors
who stocks each brand right now · shared, and each brand’s exclusive doors.
only Iblea · 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: Iblea · Morton
