Morton vs Mccormick · Bay Area shelf head-to-head
Morton and Mccormick, 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
Morton
Mccormick
40
brand power
66
19
products
209
2
categories
16
3
subcategories
60
12
grocers
13
36.5¢
price per oz
$3.65
Brand Power, component by component
the same four weighted signals scored on both brands’ own pages.
▬ Morton▭ Mccormick
Distribution · 30% of score50·54
carried in 12 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.
Seasoning Mixes1 vs 24 SKUs
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 Morton · 1
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: Morton · Mccormick
