Tulelake vs Morehouse · Bay Area shelf head-to-head
Tulelake and Morehouse, side by side on Bay Area’s shelves · same instruments, same day, no sponsorship.
Morehouse carries more Brand PowerMorehouse is in more Bay Area grocersTulelake sits further up the premium end
Tulelake
Morehouse
10
brand power
17
2
products
2
1
categories
1
4
grocers
10
76.3¢
price per oz
65.5¢
Brand Power, component by component
the same four weighted signals scored on both brands’ own pages.
▬ Tulelake▭ Morehouse
Distribution · 30% of score17·42
T
M
carried in 4 of 24 Bay Area grocers·carried in 10 of 24 Bay Area grocers
Depth · 25% of score15·15
Contested categories
categories both brands play in · each bar is that brand’s share of the category’s SKUs citywide.
only Tulelake
no top category Morehouse doesn’t also play in.
only Morehouse
no top category Tulelake doesn’t also play in.
Doors
who stocks each brand right now · shared, and each brand’s exclusive doors.
both brands
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: Tulelake · Morehouse