Rao's vs Vicolo · Bay Area shelf head-to-head
Rao's and Vicolo, side by side on Bay Area’s shelves · same instruments, same day, no sponsorship.
Rao's carries more Brand PowerRao's is in more Bay Area grocersRao's fields the deeper lineupVicolo sits further up the premium end
Rao's
Vicolo
66
brand power
58
79
products
30
6
categories
4
16
subcategories
6
21
grocers
19
59.1¢
price per oz
90.4¢
Brand Power, component by component
the same four weighted signals scored on both brands’ own pages.
▬ Rao's▭ Vicolo
Distribution · 30% of score88·79
carried in 21 of 24 Bay Area grocers·carried in 19 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.
Doors
who stocks each brand right now · shared, and each brand’s exclusive doors.
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: Rao's · Vicolo
