Kikkoman vs Mitoku · Bay Area shelf head-to-head
Kikkoman and Mitoku, side by side on Bay Area’s shelves · same instruments, same day, no sponsorship.
Kikkoman carries more Brand PowerKikkoman is in more Bay Area grocersKikkoman fields the deeper lineupMitoku sits further up the premium end
Kikkoman
Mitoku
64
brand power
34
66
products
13
9
categories
6
16
subcategories
6
18
grocers
1
51.0¢
price per oz
$6.04
Brand Power, component by component
the same four weighted signals scored on both brands’ own pages.
▬ Kikkoman▭ Mitoku
Distribution · 30% of score75·4
carried in 18 of 24 Bay Area grocers·carried in 1 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 Kikkoman
only Mitoku
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: Kikkoman · Mitoku
