Skittles vs Smarties · Bay Area shelf head-to-head
Skittles and Smarties, side by side on Bay Area’s shelves · same instruments, same day, no sponsorship.
Skittles carries more Brand PowerSkittles is in more Bay Area grocersSkittles fields the deeper lineup
Skittles
Smarties
38
brand power
12
21
products
4
2
categories
1
4
subcategories
4
11
grocers
1
$4.04
avg price
$3.32
Brand Power, component by component
the same four weighted signals scored on both brands’ own pages.
▬ Skittles▭ Smarties
Distribution · 30% of score46·4
S
S
carried in 11 of 24 Bay Area grocers·carried in 1 of 24 Bay Area grocers
Depth · 25% of score83·28
Contested categories
categories both brands play in · each bar is that brand’s share of the category’s SKUs citywide.
only Skittles
only Smarties
no top category Skittles doesn’t also play in.
Doors
who stocks each brand right now · shared, and each brand’s exclusive doors.
both brands
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: Skittles · Smarties