Rumford vs Argo · Bay Area shelf head-to-head
Rumford and Argo, side by side on Bay Area’s shelves · same instruments, same day, no sponsorship.
Rumford carries more Brand PowerRumford is in more Bay Area grocersRumford sits further up the premium end
Rumford
Argo
23
brand power
15
3
products
2
2
categories
2
11
grocers
10
77.6¢
price per oz
24.5¢
Brand Power, component by component
the same four weighted signals scored on both brands’ own pages.
▬ Rumford▭ Argo
Distribution · 30% of score46·42
R
A
carried in 11 of 24 Bay Area grocers·carried in 10 of 24 Bay Area grocers
Depth · 25% of score22·15
Contested categories
categories both brands play in · each bar is that brand’s share of the category’s SKUs citywide.
only Rumford
no top category Argo doesn’t also play in.
only Argo
no top category Rumford doesn’t also play in.
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: Rumford · Argo