Xochitl vs Doritos · Bay Area shelf head-to-head
Xochitl and Doritos, side by side on Bay Area’s shelves · same instruments, same day, no sponsorship.
Doritos carries more Brand PowerXochitl is in more Bay Area grocersDoritos fields the deeper lineupDoritos sits further up the premium end
Xochitl
Doritos
35
brand power
41
12
products
46
2
categories
1
12
grocers
10
68.0¢
price per oz
76.3¢
Brand Power, component by component
the same four weighted signals scored on both brands’ own pages.
▬ Xochitl▭ Doritos
Distribution · 30% of score50·42
carried in 12 of 24 Bay Area grocers·carried in 10 of 24 Bay Area grocers
Depth · 25% of score
Contested categories
categories both brands play in · each bar is that brand’s share of the category’s SKUs citywide.
only Xochitl
only Doritos
no top category Xochitl 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: Xochitl · Doritos
