Wilton vs Supernatural · Bay Area shelf head-to-head
Wilton and Supernatural, side by side on Bay Area’s shelves · same instruments, same day, no sponsorship.
Wilton carries more Brand PowerWilton is in more Bay Area grocersWilton fields the deeper lineupSupernatural sits further up the premium end
Wilton
Supernatural
70
brand power
20
39
products
7
4
categories
1
5
subcategories
1
10
grocers
2
$1.72
price per oz
$2.67
Brand Power, component by component
the same four weighted signals scored on both brands’ own pages.
▬ Wilton▭ Supernatural
Distribution · 30% of score42·8
S
carried in 10 of 24 Bay Area grocers·carried in 2 of 24 Bay Area grocers
Depth · 25% of score96·
Contested categories
categories both brands play in · each bar is that brand’s share of the category’s SKUs citywide.
only Wilton
only Supernatural
no top category Wilton doesn’t also play in.
Doors
who stocks each brand right now · shared, and each brand’s exclusive doors.
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: Wilton · Supernatural
