Uglies Kettle Chips vs Lay's · Bay Area shelf head-to-head
Uglies Kettle Chips and Lay's, side by side on Bay Area’s shelves · same instruments, same day, no sponsorship.
Lay's carries more Brand PowerLay's is in more Bay Area grocersLay's fields the deeper lineupUglies Kettle Chips sits further up the premium end
Uglies Kettle Chips
Lay's
36
brand power
48
18
products
62
1
categories
2
2
subcategories
4
8
grocers
12
94.6¢
price per oz
69.3¢
Brand Power, component by component
the same four weighted signals scored on both brands’ own pages.
▬ Uglies Kettle Chips▭ Lay's
Distribution · 30% of score33·50
U
carried in 8 of 24 Bay Area grocers·carried in 12 of 24 Bay Area grocers
Depth · 25% of score78
Contested categories
categories both brands play in · each bar is that brand’s share of the category’s SKUs citywide.
only Uglies Kettle Chips
no top category Lay's doesn’t also play in.
only Lay's
Doors
who stocks each brand right now · shared, and each brand’s exclusive doors.
only Uglies Kettle Chips · 3
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: Uglies Kettle Chips · Lay's
