aisle
all markets›Baking Essentials
San Francisco · 3 grocers · Contested

the baking essentials aisle

San Francisco's baking essentials aisle is a fragmented shelf spread across many brands: 17 products from 7 brands across 3 grocers. morton & bassett spices owns the most shelf — 24% of SKUs, ahead of bacstrom import co.. The shelf leans gluten-free — 41% of SKUs carry that claim. Verdict: contested — real competition, no single winner (opportunity 68/100).

17
products
7
brands
$21.67
avg price
$12.19–$36.09
typical range

Zoom in

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

Vanilla Extract · 11

Who owns the shelf

brands by share of the baking essentials shelf.

morton & bassett spices
24% of shelf4 SKUs
bbacstrom import co.
24% of shelf4 SKUs
cadia
12% of shelf2 SKUs
simply organic
12% of shelf2 SKUs
fflavorganics
12% of shelf2 SKUs
bbeyond good
12% of shelf2 SKUs
sspicely organics
6% of shelf1 SKU

How it's positioned

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

Gluten-Free
41%
Organic
35%
Seed-Oil-Free
18%
Vegan
18%
Dairy-Free
18%
Low sugar
12%
Low calorie
12%

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.

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

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

Market structure

32
low
Brand competition
how many brands compete
57
med
Variety of offers
how differentiated the shelf is
17
low
Top-brand grip
how much a few brands dominate
68
high
Launch whitespace
room for a new brand

store-brand share: 0% · scores 0–100.

More aisles

CheeseChipsCandyYogurtTeaCondimentsSpicesCoffee
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 →