The Honest Company vs Alaffia · Bay Area shelf head-to-head
The Honest Company and Alaffia, side by side on Bay Area’s shelves · same instruments, same day, no sponsorship.
The Honest Company is in more Bay Area grocersAlaffia fields the deeper lineupThe Honest Company sits further up the premium end
The Honest Company
Alaffia
39
brand power
37
7
products
23
4
categories
3
5
subcategories
5
4
grocers
3
$1.82
price per fl oz
69.3¢
Brand Power, component by component
the same four weighted signals scored on both brands’ own pages.
▬ The Honest Company▭ Alaffia
Distribution · 30% of score17·13
carried in 4 of 24 Bay Area grocers·carried in 3 of 24 Bay Area grocers
Depth · 25% of score
Contested categories
categories both brands play in · each bar is that brand’s share of the category’s SKUs citywide.
Body Care2 vs 13 SKUs
<1% of shelf
only The Honest Company
only Alaffia
Doors
who stocks each brand right now · shared, and each brand’s exclusive doors.
both brands
only The Honest Company · 3
only Alaffia · 2
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 Honest Company · Alaffia
