Morehouse vs Tulelake · Bay Area shelf head-to-head
Morehouse and Tulelake, side by side on Bay Area’s shelves · same instruments, same day, no sponsorship.
Morehouse carries more Brand PowerMorehouse is in more Bay Area grocersTulelake sits further up the premium end
Morehouse
Tulelake
17
brand power
10
2
products
2
1
categories
1
10
grocers
4
65.5¢
price per oz
76.3¢
Brand Power, component by component
the same four weighted signals scored on both brands’ own pages.
▬ Morehouse▭ Tulelake
Distribution · 30% of score42·17
M
T
carried in 10 of 24 Bay Area grocers·carried in 4 of 24 Bay Area grocers
Depth · 25% of score15·15
Contested categories
categories both brands play in · each bar is that brand’s share of the category’s SKUs citywide.
only Morehouse
no top category Tulelake doesn’t also play in.
only Tulelake
no top category Morehouse doesn’t also play in.
Doors
who stocks each brand right now · shared, and each brand’s exclusive doors.
both brands
only Morehouse · 8
only Tulelake · 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: Morehouse · Tulelake