Ithaca Hummus vs Obour · Bay Area shelf head-to-head
Ithaca Hummus and Obour, side by side on Bay Area’s shelves · same instruments, same day, no sponsorship.
Ithaca Hummus carries more Brand PowerIthaca Hummus is in more Bay Area grocersIthaca Hummus fields the deeper lineupObour sits further up the premium end
Ithaca Hummus
Obour
41
brand power
33
16
products
12
1
categories
4
1
subcategories
5
15
grocers
4
70.3¢
price per oz
$1.62
Brand Power, component by component
the same four weighted signals scored on both brands’ own pages.
▬ Ithaca Hummus▭ Obour
Distribution · 30% of score63·17
carried in 15 of 24 Bay Area grocers·carried in 4 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.
only Ithaca Hummus
no top category Obour doesn’t also play in.
only Obour
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: Ithaca Hummus · Obour
