It's It vs Tofutti · Bay Area shelf head-to-head
It's It and Tofutti, side by side on Bay Area’s shelves · same instruments, same day, no sponsorship.
It's It carries more Brand PowerTofutti is in more Bay Area grocersIt's It fields the deeper lineupIt's It sits further up the premium end
It's It
Tofutti
37
brand power
32
18
products
5
2
categories
3
3
subcategories
3
11
grocers
13
51.3¢
price per oz
70.5¢
Brand Power, component by component
the same four weighted signals scored on both brands’ own pages.
▬ It's It▭ Tofutti
Distribution · 30% of score46·54
carried in 11 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.
only It's It
only Tofutti
Doors
who stocks each brand right now · shared, and each brand’s exclusive doors.
both brands
only It's It · 1
only Tofutti · 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: It's It · Tofutti
