Nilla vs Tate's · Bay Area shelf head-to-head
Nilla and Tate's, side by side on Bay Area’s shelves · same instruments, same day, no sponsorship.
Tate's carries more Brand PowerTate's is in more Bay Area grocersTate's fields the deeper lineupTate's sits further up the premium end
Nilla
Tate's
24
brand power
55
3
products
29
1
categories
2
1
subcategories
3
11
grocers
19
70.9¢
price per oz
$1.15
Brand Power, component by component
the same four weighted signals scored on both brands’ own pages.
▬ Nilla▭ Tate's
Distribution · 30% of score46·79
N
carried in 11 of 24 Bay Area grocers·carried in 19 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 Tate's doesn’t also play in.
only Tate's
Doors
who stocks each brand right now · shared, and each brand’s exclusive doors.
both brands
only Nilla · 1
only Tate's · 9
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 · Tate's