aisle
all markets›Baby Food
San Francisco · 3 grocers · Contested

the baby food aisle

San Francisco's baby food aisle is a fragmented shelf spread across many brands: 112 products from 9 brands across 3 grocers. serenity kids owns the most shelf — 26% of SKUs, ahead of white leaf provisions biodynamic. The shelf leans organic — 44% of SKUs carry that claim. Verdict: contested — real competition, no single winner (opportunity 61/100).

112
products
9
brands
$3.43
avg price
$1.69–$5.53
typical range

Zoom in

this aisle breaks into 1 sub-categories — open one for its own shelf report.

Baby Food Purees · 55

Who owns the shelf

brands by share of the baby food shelf.

serenity kids
26% of shelf29 SKUs
white leaf provisions biodynamic
20% of shelf22 SKUs
plum organics
19% of shelf21 SKUs
pumpkin tree
17% of shelf19 SKUs
ppeter rabbit organics
6% of shelf7 SKUs
hhappy tot
6% of shelf7 SKUs
happy baby organics
4% of shelf4 SKUs
earth's best
2% of shelf2 SKUs
oonce upon a farm
1% of shelf1 SKU

How it's positioned

the claims products on this shelf lead with — share of SKUs carrying each.

Organic
44%
Gluten-Free
21%
Dairy-Free
20%
Seed-Oil-Free
20%
Vegan
16%
Low sugar
6%
Not vegan
4%
Nut-Free
2%

Brand positioning

every brand by share of shelf × price. bubble size = the brand's total reach across all aisles; color = positioning stance. top-right owns the premium end; bottom-right owns the mainstream.

store
scale
premium leadersmainstream leadersniche premiumvalue playersshare of shelf →avg $/oz →
Color:no dominant segmentation on this shelf
Size:total brand reach (SKUs across all aisles)
price normalized per oz (sizes vary)1 omitted (no oz size)

All stores combined. Tap a store to see who wins its shelf.

Market structure

39
med
Brand competition
how many brands compete
74
high
Variety of offers
how differentiated the shelf is
18
low
Top-brand grip
how much a few brands dominate
61
med
Launch whitespace
room for a new brand

store-brand share: 0% · scores 0–100.

More aisles

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how we measure.prices & assortment are collected from public storefronts of San Franciscogrocers, deduped to distinct products, and normalized to a per-unit price from each product's parsed size. market-structure scores come from brand shares. figures update as we re-measure. full methodology →