The Food Mill vs Skippy · Bay Area shelf head-to-head
The Food Mill and Skippy, side by side on Bay Area’s shelves · same instruments, same day, no sponsorship.
Skippy carries more Brand PowerSkippy is in more Bay Area grocersSkippy fields the deeper lineupThe Food Mill sits further up the premium end
The Food Mill
Skippy
16
brand power
41
3
products
18
1
categories
2
2
subcategories
2
6
grocers
13
70.8¢
price per oz
30.5¢
Brand Power, component by component
the same four weighted signals scored on both brands’ own pages.
▬ The Food Mill▭ Skippy
Distribution · 30% of score25·54
T
carried in 6 of 24 Bay Area grocers·carried in 13 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 Skippy doesn’t also play in.
only Skippy
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 · Skippy
