The Food Mill vs Jif · Bay Area shelf head-to-head
The Food Mill and Jif, side by side on Bay Area’s shelves · same instruments, same day, no sponsorship.
Jif carries more Brand PowerJif is in more Bay Area grocersJif fields the deeper lineupThe Food Mill sits further up the premium end
The Food Mill
Jif
16
brand power
39
3
products
18
1
categories
3
2
subcategories
4
6
grocers
11
70.8¢
price per oz
30.6¢
Brand Power, component by component
the same four weighted signals scored on both brands’ own pages.
▬ The Food Mill▭ Jif
Distribution · 30% of score25·46
T
carried in 6 of 24 Bay Area grocers·carried in 11 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 The Food Mill
no top category Jif doesn’t also play in.
Doors
who stocks each brand right now · shared, and each brand’s exclusive doors.
only The Food Mill · 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: The Food Mill · Jif
