San Francisco · 3 grocers · Contested
the mayonnaise aisle
San Francisco's mayonnaise aisle is a fragmented shelf spread across many brands: 48 products from 14 brands across 3 grocers. ayoh! foods owns the most shelf — 19% of SKUs, ahead of sir kensington's. The shelf leans organic — 15% of SKUs carry that claim. Verdict: contested — real competition, no single winner (opportunity 69/100).
48
products
14
brands
$11.05
avg price
$6.69–$16.11
typical range
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Who owns the shelf
brands by share of the mayonnaise shelf.
How it's positioned
the claims products on this shelf lead with — share of SKUs carrying each.
Organic
15%
Gluten-Free
13%
Low-Carb
10%
Weight Management
10%
Not vegan
8%
Dairy-Free
8%
Minimally Processed
8%
Low sugar
6%
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 fl oz (sizes vary)2 omitted (no fl oz size)All stores combined. Tap a store to see who wins its shelf.
Market structure
54
medBrand competition
how many brands compete
72
highVariety of offers
how differentiated the shelf is
11
lowTop-brand grip
how much a few brands dominate
69
highLaunch whitespace
room for a new brand
store-brand share: 0% · scores 0–100.