Minor Figures vs Willa's · Bay Area shelf head-to-head
Minor Figures and Willa's, side by side on Bay Area’s shelves · same instruments, same day, no sponsorship.
Minor Figures carries more Brand PowerMinor Figures is in more Bay Area grocersMinor Figures fields the deeper lineupWilla's sits further up the premium end
Minor Figures
Willa's
34
brand power
24
9
products
5
2
categories
1
14
grocers
6
21.1¢
price per fl oz
33.5¢
Brand Power, component by component
the same four weighted signals scored on both brands’ own pages.
▬ Minor Figures▭ Willa's
Distribution · 30% of score58·25
M
W
carried in 14 of 24 Bay Area grocers·carried in 6 of 24 Bay Area grocers
Depth · 25% of score53·34
Contested categories
categories both brands play in · each bar is that brand’s share of the category’s SKUs citywide.
only Minor Figures
only Willa's
no top category Minor Figures 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: Minor Figures · Willa's
