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San Francisco · 4 grocers · Fragmented

the packaged cookies aisle

San Francisco's packaged cookies aisle is a fragmented shelf spread across many brands: 160 products from 37 brands across 4 grocers. tate's owns the most shelf — 11% of SKUs, ahead of back to nature. Store brands hold 1%. The shelf leans gluten-free — 15% of SKUs carry that claim. Verdict: fragmented — a crowded free-for-all with no clear structure (opportunity 57/100).

160
products
37
brands
$6.96
avg price
$2.24–$11.68
typical range

More in Cookies

Other Cookies · 33Chocolate Chip Cookies · 23Shortbread Cookies · 14Packaged Biscuits · 7Oatmeal Raisin Cookies · 5Biscotti · 5Gingerbread Cookies · 4Snickerdoodles · 3Macarons · 3Peanut Butter Cookies · 3Animal Crackers · 2

Who owns the shelf

brands by share of the packaged cookies shelf.

tate's
11% of shelf18 SKUs
back to nature
9% of shelf15 SKUs
rustic bakery
9% of shelf14 SKUs
aal's real goods
8% of shelf13 SKUs
newman's own
6% of shelf9 SKUs
eemmy's organics
4% of shelf6 SKUs
siete
4% of shelf6 SKUs
cchips ahoy!
3% of shelf5 SKUs
ffancypants baking co.
3% of shelf4 SKUs
fforno bonomi
3% of shelf4 SKUs
ggoodie girl
3% of shelf4 SKUs
lloacker
3% of shelf4 SKUs
mmaxine's heavenly
3% of shelf4 SKUs
rrip van wafels
3% of shelf4 SKUs
wwalkers shortbread
3% of shelf4 SKUs
wwholesome
3% of shelf4 SKUs
ttre marie
2% of shelf3 SKUs
monte pollino
2% of shelf3 SKUs
pamela's
2% of shelf3 SKUs
simple mills
2% of shelf3 SKUs
sun tropics
1% of shelf2 SKUs
wackym's kitchen
1% of shelf2 SKUs
mmi-del
1% of shelf2 SKUs
mmichel et augustin
1% of shelf2 SKUs
bbon bon
1% of shelf2 SKUs
gus'sPL
1% of shelf2 SKUs
ffogliani
1% of shelf2 SKUs
bbusy lizzy's
1% of shelf2 SKUs
wwalker's
1% of shelf2 SKUs
bbunches & bunches
1% of shelf1 SKU
mmcvitie's
1% of shelf1 SKU
nnilla
1% of shelf1 SKU
bbahlsen
1% of shelf1 SKU
llu
1% of shelf1 SKU
bbiscoff
1% of shelf1 SKU
gglutino
1% of shelf1 SKU
guittard
1% of shelf1 SKU

How it's positioned

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

Gluten-Free
15%
Plant-Based
8%
Vegetarian
8%
Vegan
7%
Seed-Oil-Free
6%
Not vegan
6%
Peanut-Free
4%
Organic
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
premium leadersmainstream leadersniche premiumvalue playersshare of shelf →avg $/oz →
Color:no dominant segmentation on this shelf
Size:total brand reach (SKUs across all aisles)
Shape:nationalstore brand
price normalized per oz (sizes vary)5 omitted (no oz size)showing the 24 biggest of 32 brands

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

Market structure

87
high
Brand competition
how many brands compete
79
high
Variety of offers
how differentiated the shelf is
5
low
Top-brand grip
how much a few brands dominate
57
med
Launch whitespace
room for a new brand

store-brand share: 1% · 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 →