San Francisco · 3 grocers · Leader-led
the penne pasta aisle
San Francisco's penne pasta aisle is a competitive shelf with clear leaders: 24 products from 6 brands across 3 grocers. rummo owns the most shelf — 38% of SKUs, ahead of de cecco. The shelf leans plant-based — 29% of SKUs carry that claim. Verdict: leader-led — a clear front-runner, but not yet a lock (opportunity 64/100).
24
products
6
brands
$6.25
avg price
$4.19–$8.19
typical range
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Who owns the shelf
brands by share of the penne pasta shelf.
How it's positioned
the claims products on this shelf lead with — share of SKUs carrying each.
Plant-Based
29%
Vegetarian
29%
Dairy-Free
21%
Low sugar
21%
Seed-Oil-Free
21%
Vegan
21%
Organic
17%
Gluten-Free
8%
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)1 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
67
highVariety of offers
how differentiated the shelf is
26
lowTop-brand grip
how much a few brands dominate
64
medLaunch whitespace
room for a new brand
store-brand share: 0% · scores 0–100.