aisle
all markets›Chips
San Francisco · 4 grocers · Fragmented

the chips aisle

San Francisco's chips aisle is a fragmented shelf spread across many brands: 583 products from 97 brands across 4 grocers. kettle brand owns the most shelf — 12% of SKUs, ahead of boulder canyon. The shelf leans gluten-free — 21% of SKUs carry that claim. Verdict: fragmented — a crowded free-for-all with no clear structure (opportunity 55/100).

583
products
97
brands
$5.64
avg price
$1.69–$10.12
typical range

Zoom in

this aisle breaks into 10 sub-categories — open one for its own shelf report.

Potato Chips · 184Tortilla Chips · 97Vegetable Chips · 41Puff Chips · 33Bagel and Pita Chips · 13Seaweed Chips · 12Corn Chips · 9Grain Chips · 6Meat-Based Chips · 6Other Chips · 4

Who owns the shelf

brands by share of the chips shelf.

kettle brand
12% of shelf70 SKUs
boulder canyon
5% of shelf27 SKUs
lay's
5% of shelf26 SKUs
torres
4% of shelf24 SKUs
tthe good crisp company
4% of shelf22 SKUs
stacy's
3% of shelf18 SKUs
late july snacks
3% of shelf17 SKUs
gimme
3% of shelf15 SKUs
mmorenita
3% of shelf15 SKUs
doritos
3% of shelf15 SKUs
cheetos
2% of shelf14 SKUs
ddirty
2% of shelf13 SKUs
nnora snacks
2% of shelf13 SKUs
ruffles
2% of shelf12 SKUs
bbarbara's
2% of shelf12 SKUs
the daily crave
2% of shelf11 SKUs
siete
2% of shelf11 SKUs
tostitos
2% of shelf9 SKUs
casa sanchez
2% of shelf9 SKUs
ssabor mexicano
1% of shelf8 SKUs
wwilde chips
1% of shelf8 SKUs
hharvest snaps
1% of shelf7 SKUs
tterra
1% of shelf7 SKUs
jjosé andrés
1% of shelf7 SKUs
pringles
1% of shelf7 SKUs
ccarolina kettle
1% of shelf6 SKUs
mission
1% of shelf6 SKUs
ccape cod
1% of shelf6 SKUs
ttim's
1% of shelf5 SKUs
hhawaiian kettle style potato chips
1% of shelf5 SKUs
ppopchips
1% of shelf5 SKUs
primavera
1% of shelf5 SKUs
ffritos
1% of shelf5 SKUs
ssan carlo
1% of shelf5 SKUs
cadia
1% of shelf4 SKUs
rroot foods
1% of shelf4 SKUs
ppopcorners
1% of shelf4 SKUs
mmasa
1% of shelf4 SKUs
ppirate's booty
1% of shelf4 SKUs

How it's positioned

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

Gluten-Free
21%
Plant-Based
14%
Vegetarian
14%
Vegan
9%
Dairy-Free
8%
Low sugar
6%
Heart Health
5%
Minimally Processed
4%

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:indulgentbetter-for-you
Size:total brand reach (SKUs across all aisles)
price normalized per oz (sizes vary)13 omitted (no oz size)showing the 24 biggest of 26 brands

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

Market structure

100
high
Brand competition
how many brands compete
82
high
Variety of offers
how differentiated the shelf is
3
low
Top-brand grip
how much a few brands dominate
55
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 →