Swoon vs Santa Cruz Organic · Bay Area shelf head-to-head
Swoon and Santa Cruz Organic, side by side on Bay Area’s shelves · same instruments, same day, no sponsorship.
Santa Cruz Organic carries more Brand PowerSanta Cruz Organic is in more Bay Area grocersSanta Cruz Organic fields the deeper lineupSwoon sits further up the premium end
Swoon
Santa Cruz Organic
22
brand power
60
5
products
41
3
categories
8
3
subcategories
13
4
grocers
19
31.6¢
price per fl oz
24.4¢
Brand Power, component by component
the same four weighted signals scored on both brands’ own pages.
▬ Swoon▭ Santa Cruz Organic
Distribution · 30% of score17·79
S
carried in 4 of 24 Bay Area grocers·carried in 19 of 24 Bay Area grocers
Depth · 25% of score34
Contested categories
categories both brands play in · each bar is that brand’s share of the category’s SKUs citywide.
only Swoon
only Santa Cruz Organic
Doors
who stocks each brand right now · shared, and each brand’s exclusive doors.
only Swoon · 0
no exclusive doors — everywhere Swoon is, Santa Cruz Organic is too.
only Santa Cruz Organic · 15
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: Swoon · Santa Cruz Organic
