Lining them up…
New England Coffee and Folgers, side by side on Bay Area’s shelves · same instruments, same day, no sponsorship.
the same four weighted signals scored on both brands’ own pages.
carried in 1 of 24 Bay Area grocers·carried in 10 of 24 Bay Area grocers
categories both brands play in · each bar is that brand’s share of the category’s SKUs citywide.
no top category Folgers doesn’t also play in.
no top category New England Coffee doesn’t also play in.
who stocks each brand right now · shared, and each brand’s exclusive doors.
no exclusive doors — everywhere New England Coffee is, Folgers is too.
both sides measured by the same instruments on the same shelves · see each brand’s full page: New England Coffee · Folgers
5 products in the catalog·20 products in the catalog
spans 1 category·spans 1 category · 3 subcategories
~0% average share on the shelves it competes on·~1% average share on the shelves it competes on