Sof vs Zum By Indigo Wild · Bay Area shelf head-to-head
Sof and Zum By Indigo Wild, side by side on Bay Area’s shelves · same instruments, same day, no sponsorship.
Zum By Indigo Wild carries more Brand PowerZum By Indigo Wild fields the deeper lineupZum By Indigo Wild sits further up the premium end
Sof
Zum By Indigo Wild
30
brand power
49
15
products
33
2
categories
3
2
subcategories
5
2
grocers
2
92.8¢
price per oz
$2.45
Brand Power, component by component
the same four weighted signals scored on both brands’ own pages.
▬ Sof▭ Zum By Indigo Wild
Distribution · 30% of score8·8
carried in 2 of 24 Bay Area grocers·carried in 2 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 Sof
no top category Zum By Indigo Wild doesn’t also play in.
only Zum By Indigo Wild
Doors
who stocks each brand right now · shared, and each brand’s exclusive doors.
both brands
only Sof · 1
only Zum By Indigo Wild · 1
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: Sof · Zum By Indigo Wild
