Lipton vs Bigelow · Bay Area shelf head-to-head
Lipton and Bigelow, side by side on Bay Area’s shelves · same instruments, same day, no sponsorship.
Lipton carries more Brand PowerLipton is in more Bay Area grocersBigelow fields the deeper lineupBigelow sits further up the premium end
Lipton
Bigelow
57
brand power
45
37
products
59
5
categories
1
11
subcategories
5
14
grocers
13
$1.32
price per item
25.0¢
Brand Power, component by component
the same four weighted signals scored on both brands’ own pages.
▬ Lipton▭ Bigelow
Distribution · 30% of score58·54
carried in 14 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 Lipton
only Bigelow
no top category Lipton 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: Lipton · Bigelow
