Skippy vs The Food Mill · Bay Area shelf head-to-head
Skippy and The Food Mill, side by side on Bay Area’s shelves · same instruments, same day, no sponsorship.
Skippy carries more Brand PowerSkippy is in more Bay Area grocersSkippy fields the deeper lineupThe Food Mill sits further up the premium end
Skippy
The Food Mill
41
brand power
16
18
products
3
2
categories
1
2
subcategories
2
13
grocers
6
30.5¢
price per oz
70.8¢
Brand Power, component by component
the same four weighted signals scored on both brands’ own pages.
▬ Skippy▭ The Food Mill
Distribution · 30% of score54·25
T
carried in 13 of 24 Bay Area grocers·carried in 6 of 24 Bay Area grocers
Depth · 25% of score78
Contested categories
categories both brands play in · each bar is that brand’s share of the category’s SKUs citywide.
only Skippy
only The Food Mill
no top category Skippy 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: Skippy · The Food Mill
