Prime vs Propel · Bay Area shelf head-to-head
Prime and Propel, side by side on Bay Area’s shelves · same instruments, same day, no sponsorship.
Propel carries more Brand PowerPropel is in more Bay Area grocersPropel fields the deeper lineupPrime sits further up the premium end
Prime
Propel
14
brand power
30
9
products
12
1
categories
2
2
grocers
3
18.3¢
price per fl oz
15.0¢
Brand Power, component by component
the same four weighted signals scored on both brands’ own pages.
▬ Prime▭ Propel
Distribution · 30% of score8·13
P
P
carried in 2 of 24 Bay Area grocers·carried in 3 of 24 Bay Area grocers
Depth · 25% of score53·63
Contested categories
categories both brands play in · each bar is that brand’s share of the category’s SKUs citywide.
only Prime
no top category Propel doesn’t also play in.
only Propel
Doors
who stocks each brand right now · shared, and each brand’s exclusive doors.
only Prime · 2
only Propel · 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: Prime · Propel
