Skittles vs Swedish Fish · Bay Area shelf head-to-head
Skittles and Swedish Fish, 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 lineupSkittles sits further up the premium end
Skittles
Swedish Fish
38
brand power
19
21
products
8
2
categories
1
4
subcategories
2
11
grocers
6
96.3¢
price per oz
45.0¢
Brand Power, component by component
the same four weighted signals scored on both brands’ own pages.
▬ Skittles▭ Swedish Fish
Distribution · 30% of score46·25
S
S
carried in 11 of 24 Bay Area grocers·carried in 6 of 24 Bay Area grocers
Depth · 25% of score83·49
Contested categories
categories both brands play in · each bar is that brand’s share of the category’s SKUs citywide.
only Skittles
only Swedish Fish
no top category Skittles doesn’t also play in.
Doors
who stocks each brand right now · shared, and each brand’s exclusive doors.
only Swedish Fish · 0
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 · Swedish Fish
