Skittles vs Smartsweets · Bay Area shelf head-to-head
Skittles and Smartsweets, side by side on Bay Area’s shelves · same instruments, same day, no sponsorship.
Smartsweets is in more Bay Area grocersSkittles fields the deeper lineupSmartsweets sits further up the premium end
Skittles
Smartsweets
38
brand power
37
21
products
13
2
categories
2
4
subcategories
6
11
grocers
13
96.3¢
price per oz
$2.28
Brand Power, component by component
the same four weighted signals scored on both brands’ own pages.
▬ Skittles▭ Smartsweets
Distribution · 30% of score46·54
S
carried in 11 of 24 Bay Area grocers·carried in 13 of 24 Bay Area grocers
Depth · 25% of score83
Contested categories
categories both brands play in · each bar is that brand’s share of the category’s SKUs citywide.
only Skittles
only Smartsweets
Doors
who stocks each brand right now · shared, and each brand’s exclusive doors.
both brands
only Smartsweets · 6
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 · Smartsweets
