Impossible vs Lightlife · Bay Area shelf head-to-head
Impossible and Lightlife, side by side on Bay Area’s shelves · same instruments, same day, no sponsorship.
Impossible fields the deeper lineupImpossible sits further up the premium end
Impossible
Lightlife
55
brand power
55
23
products
13
6
categories
6
10
subcategories
6
13
grocers
13
89.0¢
price per oz
83.0¢
Brand Power, component by component
the same four weighted signals scored on both brands’ own pages.
▬ Impossible▭ Lightlife
Distribution · 30% of score54·54
carried in 13 of 24 Bay Area grocers·carried in 13 of 24 Bay Area grocers
Depth · 25% of score
Contested categories
categories both brands play in · each bar is that brand’s share of the category’s SKUs citywide.
Meat Alternatives10 vs 3 SKUs
7% of shelf
only Impossible
only Lightlife
Doors
who stocks each brand right now · shared, and each brand’s exclusive doors.
both brands
only Impossible · 6
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: Impossible · Lightlife
