Vigo vs Mahatma · Bay Area shelf head-to-head
Vigo and Mahatma, side by side on Bay Area’s shelves · same instruments, same day, no sponsorship.
Mahatma carries more Brand PowerMahatma is in more Bay Area grocersMahatma fields the deeper lineup
Vigo
Mahatma
15
brand power
35
4
products
13
2
categories
3
3
subcategories
6
1
grocers
9
$6.23
avg price
$4.25
Brand Power, component by component
the same four weighted signals scored on both brands’ own pages.
▬ Vigo▭ Mahatma
Distribution · 30% of score4·38
V
carried in 1 of 24 Bay Area grocers·carried in 9 of 24 Bay Area grocers
Depth · 25% of score28·
Contested categories
categories both brands play in · each bar is that brand’s share of the category’s SKUs citywide.
only Vigo
no top category Mahatma doesn’t also play in.
only Mahatma
Doors
who stocks each brand right now · shared, and each brand’s exclusive doors.
both sides measured by the same instruments on the same shelves · see each brand’s full page: Vigo · Mahatma