San Francisco · 3 grocers · Contested
the elbow pasta aisle
San Francisco's elbow pasta aisle is a competitive shelf with clear leaders: 11 products from 6 brands across 3 grocers. flour + water owns the most shelf — 36% of SKUs, ahead of rummo. The shelf leans vegetarian — 45% of SKUs carry that claim. Verdict: contested — real competition, no single winner (opportunity 61/100).
11
products
6
brands
$6.75
avg price
$3.59–$9.99
typical range
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Who owns the shelf
brands by share of the elbow pasta shelf.
How it's positioned
the claims products on this shelf lead with — share of SKUs carrying each.
Vegetarian
45%
Plant-Based
45%
Vegan
27%
Organic
27%
Gluten-Free
18%
Weight Management
9%
Low sugar
9%
Seed-Oil-Free
9%
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:indulgentbetter-for-you
Size:total brand reach (SKUs across all aisles)
price normalized per oz (sizes vary)2 omitted (no oz size)All stores combined. Tap a store to see who wins its shelf.
Market structure
28
lowBrand competition
how many brands compete
58
medVariety of offers
how differentiated the shelf is
24
lowTop-brand grip
how much a few brands dominate
61
medLaunch whitespace
room for a new brand
store-brand share: 0% · scores 0–100.