Ice Breakers vs Altoids · Bay Area shelf head-to-head
Ice Breakers and Altoids, side by side on Bay Area’s shelves · same instruments, same day, no sponsorship.
Altoids is in more Bay Area grocersIce Breakers fields the deeper lineup
Ice Breakers
Altoids
18
brand power
21
11
products
6
2
categories
1
6
grocers
7
$2.54
price per oz
$2.72
Brand Power, component by component
the same four weighted signals scored on both brands’ own pages.
▬ Ice Breakers▭ Altoids
Distribution · 30% of score25·29
I
A
carried in 6 of 24 Bay Area grocers·carried in 7 of 24 Bay Area grocers
Depth · 25% of score60·39
Contested categories
categories both brands play in · each bar is that brand’s share of the category’s SKUs citywide.
only Ice Breakers
only Altoids
no top category Ice Breakers doesn’t also play in.
Doors
who stocks each brand right now · shared, and each brand’s exclusive doors.
both brands
only Ice Breakers · 3
only Altoids · 4
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: Ice Breakers · Altoids
