Mccormick vs Morton · Bay Area shelf head-to-head
Mccormick and Morton, side by side on Bay Area’s shelves · same instruments, same day, no sponsorship.
Mccormick carries more Brand PowerMccormick is in more Bay Area grocersMccormick fields the deeper lineupMccormick sits further up the premium end
Mccormick
Morton
66
brand power
40
209
products
19
16
categories
2
60
subcategories
3
13
grocers
12
$3.65
price per oz
36.5¢
Brand Power, component by component
the same four weighted signals scored on both brands’ own pages.
▬ Mccormick▭ Morton
Distribution · 30% of score54·50
carried in 13 of 24 Bay Area grocers·carried in 12 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.
Seasoning Mixes24 vs 1 SKUs
only Mccormick
only Morton
no top category Mccormick doesn’t also play in.
Doors
who stocks each brand right now · shared, and each brand’s exclusive doors.
both brands
only Mccormick · 2
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: Mccormick · Morton
