It's It vs Mad Minis · Bay Area shelf head-to-head
It's It and Mad Minis, side by side on Bay Area’s shelves · same instruments, same day, no sponsorship.
It's It carries more Brand PowerIt's It is in more Bay Area grocersIt's It fields the deeper lineupMad Minis sits further up the premium end
It's It
Mad Minis
37
brand power
10
18
products
3
2
categories
1
3
subcategories
1
11
grocers
3
33.2¢
price per fl oz
79.6¢
Brand Power, component by component
the same four weighted signals scored on both brands’ own pages.
▬ It's It▭ Mad Minis
Distribution · 30% of score46·13
M
carried in 11 of 24 Bay Area grocers·carried in 3 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 It's It
only Mad Minis
no top category It's It doesn’t also play in.
Doors
who stocks each brand right now · shared, and each brand’s exclusive doors.
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: It's It · Mad Minis
