Life Savers vs Ice Breakers · Bay Area shelf head-to-head
Life Savers and Ice Breakers, side by side on Bay Area’s shelves · same instruments, same day, no sponsorship.
Life Savers carries more Brand PowerLife Savers is in more Bay Area grocersLife Savers fields the deeper lineupIce Breakers sits further up the premium end
Life Savers
Ice Breakers
24
brand power
18
14
products
11
1
categories
2
3
subcategories
2
8
grocers
6
$1.93
price per oz
$2.54
Brand Power, component by component
the same four weighted signals scored on both brands’ own pages.
▬ Life Savers▭ Ice Breakers
Distribution · 30% of score33·25
L
I
carried in 8 of 24 Bay Area grocers·carried in 6 of 24 Bay Area grocers
Depth · 25% of score69·60
Contested categories
categories both brands play in · each bar is that brand’s share of the category’s SKUs citywide.
only Life Savers
no top category Ice Breakers doesn’t also play in.
only Ice Breakers
Doors
who stocks each brand right now · shared, and each brand’s exclusive doors.
only Life Savers · 3
only Ice Breakers · 1
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: Life Savers · Ice Breakers
