Monograno Felicetti vs De Cecco · Bay Area shelf head-to-head
Monograno Felicetti and De Cecco, side by side on Bay Area’s shelves · same instruments, same day, no sponsorship.
De Cecco carries more Brand PowerDe Cecco is in more Bay Area grocersDe Cecco fields the deeper lineupMonograno Felicetti sits further up the premium end
Monograno Felicetti
De Cecco
15
brand power
57
5
products
66
1
categories
5
4
subcategories
24
3
grocers
15
57.9¢
price per oz
35.5¢
Brand Power, component by component
the same four weighted signals scored on both brands’ own pages.
▬ Monograno Felicetti▭ De Cecco
Distribution · 30% of score13·63
M
carried in 3 of 24 Bay Area grocers·carried in 15 of 24 Bay Area grocers
Depth · 25% of score34
Contested categories
categories both brands play in · each bar is that brand’s share of the category’s SKUs citywide.
only Monograno Felicetti
no top category De Cecco doesn’t also play in.
only De Cecco
Doors
who stocks each brand right now · shared, and each brand’s exclusive doors.
only Monograno Felicetti · 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: Monograno Felicetti · De Cecco
