Illy vs Mr. Espresso · Bay Area shelf head-to-head
Illy and Mr. Espresso, side by side on Bay Area’s shelves · same instruments, same day, no sponsorship.
Illy carries more Brand PowerIlly is in more Bay Area grocersIlly fields the deeper lineupIlly sits further up the premium end
Illy
Mr. Espresso
40
brand power
18
18
products
7
1
categories
1
4
subcategories
2
13
grocers
2
$17.48
avg price
$18.60
Brand Power, component by component
the same four weighted signals scored on both brands’ own pages.
▬ Illy▭ Mr. Espresso
Distribution · 30% of score54·8
M
carried in 13 of 24 Bay Area grocers·carried in 2 of 24 Bay Area grocers
Depth · 25% of score78·
Contested categories
categories both brands play in · each bar is that brand’s share of the category’s SKUs citywide.
only Illy
no top category Mr. Espresso doesn’t also play in.
only Mr. Espresso
no top category Illy doesn’t also play in.
Doors
who stocks each brand right now · shared, and each brand’s exclusive doors.
both brands
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: Illy · Mr. Espresso
