Lay's vs Uglies Kettle Chips · Bay Area shelf head-to-head
Lay's and Uglies Kettle Chips, side by side on Bay Area’s shelves · same instruments, same day, no sponsorship.
Lay's carries more Brand PowerLay's is in more Bay Area grocersLay's fields the deeper lineupUglies Kettle Chips sits further up the premium end
Lay's
Uglies Kettle Chips
48
brand power
36
62
products
18
2
categories
1
4
subcategories
2
12
grocers
8
69.3¢
price per oz
94.6¢
Brand Power, component by component
the same four weighted signals scored on both brands’ own pages.
▬ Lay's▭ Uglies Kettle Chips
Distribution · 30% of score50·33
U
carried in 12 of 24 Bay Area grocers·carried in 8 of 24 Bay Area grocers
Depth · 25% of score99
Contested categories
categories both brands play in · each bar is that brand’s share of the category’s SKUs citywide.
only Lay's
only Uglies Kettle Chips
no top category Lay's 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: Lay's · Uglies Kettle Chips
