Vicolo vs Digiorno · Bay Area shelf head-to-head
Vicolo and Digiorno, side by side on Bay Area’s shelves · same instruments, same day, no sponsorship.
Vicolo carries more Brand PowerVicolo is in more Bay Area grocersVicolo fields the deeper lineupVicolo sits further up the premium end
Vicolo
Digiorno
58
brand power
36
30
products
23
4
categories
1
6
subcategories
1
19
grocers
9
90.4¢
price per oz
51.9¢
Brand Power, component by component
the same four weighted signals scored on both brands’ own pages.
▬ Vicolo▭ Digiorno
Distribution · 30% of score79·38
D
carried in 19 of 24 Bay Area grocers·carried in 9 of 24 Bay Area grocers
Depth · 25% of score92·
Contested categories
categories both brands play in · each bar is that brand’s share of the category’s SKUs citywide.
only Digiorno
no top category Vicolo 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: Vicolo · Digiorno
