Swanson's vs Imagine · Bay Area shelf head-to-head
Swanson's and Imagine, side by side on Bay Area’s shelves · same instruments, same day, no sponsorship.
Imagine is in more Bay Area grocersSwanson's fields the deeper lineupImagine sits further up the premium end
Swanson's
Imagine
51
brand power
53
27
products
20
3
categories
6
4
subcategories
6
11
grocers
17
14.5¢
price per fl oz
21.3¢
Brand Power, component by component
the same four weighted signals scored on both brands’ own pages.
▬ Swanson's▭ Imagine
Distribution · 30% of score46·71
S
carried in 11 of 24 Bay Area grocers·carried in 17 of 24 Bay Area grocers
Depth · 25% of score89
Contested categories
categories both brands play in · each bar is that brand’s share of the category’s SKUs citywide.
only Swanson's
only Imagine
Doors
who stocks each brand right now · shared, and each brand’s exclusive doors.
both brands
only Swanson's · 1
only Imagine · 7
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: Swanson's · Imagine
