Kraft vs Wish-bone · Bay Area shelf head-to-head
Kraft and Wish-bone, side by side on Bay Area’s shelves · same instruments, same day, no sponsorship.
Kraft carries more Brand PowerKraft is in more Bay Area grocersKraft fields the deeper lineup
Kraft
Wish-bone
60
brand power
29
65
products
13
9
categories
2
23
subcategories
6
13
grocers
6
44.2¢
price per fl oz
42.8¢
Brand Power, component by component
the same four weighted signals scored on both brands’ own pages.
▬ Kraft▭ Wish-bone
Distribution · 30% of score54·25
W
carried in 13 of 24 Bay Area grocers·carried in 6 of 24 Bay Area grocers
Depth · 25% of score100·
Contested categories
categories both brands play in · each bar is that brand’s share of the category’s SKUs citywide.
Condiments8 vs 1 SKUs
only Wish-bone
no top category Kraft doesn’t also play in.
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: Kraft · Wish-bone
