Old Bay® vs Morton & Bassett Spices · Bay Area shelf head-to-head
Old Bay® and Morton & Bassett Spices, side by side on Bay Area’s shelves · same instruments, same day, no sponsorship.
Morton & Bassett Spices carries more Brand PowerMorton & Bassett Spices is in more Bay Area grocersMorton & Bassett Spices fields the deeper lineupMorton & Bassett Spices sits further up the premium end
Old Bay®
Morton & Bassett Spices
30
brand power
67
4
products
226
3
categories
11
3
subcategories
58
14
grocers
15
$1.57
price per oz
$24.37
Brand Power, component by component
the same four weighted signals scored on both brands’ own pages.
▬ Old Bay®▭ Morton & Bassett Spices
Distribution · 30% of score58·63
O
carried in 14 of 24 Bay Area grocers·carried in 15 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.
only Old Bay®
no top category Morton & Bassett Spices doesn’t also play in.
only Morton & Bassett Spices
Doors
who stocks each brand right now · shared, and each brand’s exclusive doors.
both brands
only Old Bay® · 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: Old Bay® · Morton & Bassett Spices