Ice Breakers vs Life Savers · Bay Area shelf head-to-head
Ice Breakers and Life Savers, side by side on Bay Area’s shelves · same instruments, same day, no sponsorship.
Life Savers carries more Brand PowerLife Savers is in more Bay Area grocersLife Savers fields the deeper lineupIce Breakers sits further up the premium end
Ice Breakers
Life Savers
18
brand power
24
11
products
14
2
categories
1
2
subcategories
3
6
grocers
8
$2.54
price per oz
$1.93
Brand Power, component by component
the same four weighted signals scored on both brands’ own pages.
▬ Ice Breakers▭ Life Savers
Distribution · 30% of score25·33
I
L
carried in 6 of 24 Bay Area grocers·carried in 8 of 24 Bay Area grocers
Depth · 25% of score60·69
Contested categories
categories both brands play in · each bar is that brand’s share of the category’s SKUs citywide.
only Ice Breakers
only Life Savers
no top category Ice Breakers doesn’t also play in.
Doors
who stocks each brand right now · shared, and each brand’s exclusive doors.
only Ice Breakers · 1
only Life Savers · 3
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 · Life Savers
