Via Emilia vs De Cecco · Bay Area shelf head-to-head
Via Emilia and De Cecco, side by side on Bay Area’s shelves · same instruments, same day, no sponsorship.
De Cecco carries more Brand PowerDe Cecco is in more Bay Area grocersDe Cecco fields the deeper lineupDe Cecco sits further up the premium end
Via Emilia
De Cecco
21
brand power
57
3
products
66
1
categories
5
1
subcategories
24
9
grocers
15
23.9¢
price per oz
35.5¢
Brand Power, component by component
the same four weighted signals scored on both brands’ own pages.
▬ Via Emilia▭ De Cecco
Distribution · 30% of score38·63
V
carried in 9 of 24 Bay Area grocers·carried in 15 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 Via Emilia
no top category De Cecco doesn’t also play in.
only De Cecco
Doors
who stocks each brand right now · shared, and each brand’s exclusive doors.
both brands
only Via Emilia · 1
only De Cecco · 7
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: Via Emilia · De Cecco