San Francisco · 4 grocers · Contested
the chocolate chip cookies aisle
San Francisco's chocolate chip cookies aisle is a fragmented shelf spread across many brands: 37 products from 12 brands across 4 grocers. Store brands hold 22%. The shelf leans not vegan — 8% of SKUs carry that claim. Verdict: contested — real competition, no single winner (opportunity 44/100).
37
products
12
brands
$7.53
avg price
$1.39–$15.93
typical range
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Who owns the shelf
brands by share of the chocolate chip cookies shelf.
How it's positioned
the claims products on this shelf lead with — share of SKUs carrying each.
Not vegan
8%
Gluten-Free
5%
Seed-Oil-Free
5%
Dairy-Free
3%
Plant-Based
3%
Vegan
3%
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
Color:no dominant segmentation on this shelf
Size:total brand reach (SKUs across all aisles)
Shape:nationalstore brand
price normalized per oz (sizes vary)6 omitted (no oz size)All stores combined. Tap a store to see who wins its shelf.
Market structure
49
medBrand competition
how many brands compete
76
highVariety of offers
how differentiated the shelf is
9
lowTop-brand grip
how much a few brands dominate
44
medLaunch whitespace
room for a new brand
store-brand share: 22% · scores 0–100.