Nilla vs Pepperidge Farm · Bay Area shelf head-to-head
Nilla and Pepperidge Farm, side by side on Bay Area’s shelves · same instruments, same day, no sponsorship.
Pepperidge Farm carries more Brand PowerPepperidge Farm is in more Bay Area grocersPepperidge Farm fields the deeper lineupPepperidge Farm sits further up the premium end
Nilla
Pepperidge Farm
24
brand power
63
3
products
68
1
categories
10
1
subcategories
14
11
grocers
13
70.9¢
price per oz
$1.04
Brand Power, component by component
the same four weighted signals scored on both brands’ own pages.
▬ Nilla▭ Pepperidge Farm
Distribution · 30% of score46·54
N
carried in 11 of 24 Bay Area grocers·carried in 13 of 24 Bay Area grocers
Depth · 25% of score22
Contested categories
categories both brands play in · each bar is that brand’s share of the category’s SKUs citywide.
only Nilla
no top category Pepperidge Farm doesn’t also play in.
Doors
who stocks each brand right now · shared, and each brand’s exclusive doors.
both brands
only Nilla · 1
only Pepperidge Farm · 3
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: Nilla · Pepperidge Farm
