Sweetmill vs Ethel's Baking Co · Bay Area shelf head-to-head
Sweetmill and Ethel's Baking Co, side by side on Bay Area’s shelves · same instruments, same day, no sponsorship.
Ethel's Baking Co carries more Brand PowerEthel's Baking Co is in more Bay Area grocersEthel's Baking Co fields the deeper lineupSweetmill sits further up the premium end
Sweetmill
Ethel's Baking Co
15
brand power
28
3
products
10
2
categories
3
2
subcategories
5
2
grocers
3
$5.65
avg price
$7.35
Brand Power, component by component
the same four weighted signals scored on both brands’ own pages.
▬ Sweetmill▭ Ethel's Baking Co
Distribution · 30% of score8·13
S
carried in 2 of 24 Bay Area grocers·carried in 3 of 24 Bay Area grocers
Depth · 25% of score22
Contested categories
categories both brands play in · each bar is that brand’s share of the category’s SKUs citywide.
only Sweetmill
no top category Ethel's Baking Co doesn’t also play in.
only Ethel's Baking Co
Doors
who stocks each brand right now · shared, and each brand’s exclusive doors.
only Sweetmill · 2
only Ethel's Baking Co · 3
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: Sweetmill · Ethel's Baking Co
