Santa Cruz Organic vs The Food Mill · Bay Area shelf head-to-head
Santa Cruz Organic and The Food Mill, side by side on Bay Area’s shelves · same instruments, same day, no sponsorship.
Santa Cruz Organic carries more Brand PowerSanta Cruz Organic is in more Bay Area grocersSanta Cruz Organic fields the deeper lineup
Santa Cruz Organic
The Food Mill
60
brand power
16
41
products
3
8
categories
1
13
subcategories
2
19
grocers
6
47.9¢
price per oz
70.8¢
Brand Power, component by component
the same four weighted signals scored on both brands’ own pages.
▬ Santa Cruz Organic▭ The Food Mill
Distribution · 30% of score79·25
T
carried in 19 of 24 Bay Area grocers·carried in 6 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 Santa Cruz Organic
only The Food Mill
no top category Santa Cruz Organic doesn’t also play in.
Doors
who stocks each brand right now · shared, and each brand’s exclusive doors.
both brands
only Santa Cruz Organic · 13
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: Santa Cruz Organic · The Food Mill
