aisle
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San Francisco · 3 grocers · Greenfield

the pepper aisle

San Francisco's pepper aisle is a fragmented shelf spread across many brands: 40 products from 11 brands across 3 grocers. morton & bassett spices owns the most shelf — 30% of SKUs, ahead of spicely organics. The shelf leans organic — 18% of SKUs carry that claim. Verdict: greenfield — wide open — room for a new brand (opportunity 75/100).

40
products
11
brands
$11.30
avg price
$6.69–$17.57
typical range

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Who owns the shelf

brands by share of the pepper shelf.

morton & bassett spices
30% of shelf12 SKUs
sspicely organics
15% of shelf6 SKUs
oaktown spice shop
10% of shelf4 SKUs
jjacobsen salt co.
8% of shelf3 SKUs
burlap & barrel
8% of shelf3 SKUs
ddrogheria & alimentari®
8% of shelf3 SKUs
simply organic
8% of shelf3 SKUs
mmunchrooms
5% of shelf2 SKUs
india tree
5% of shelf2 SKUs
bbill baron’s savoury secrets
3% of shelf1 SKU
050 hertz
3% of shelf1 SKU

How it's positioned

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

Organic
18%
Vegan
8%
Gluten-Free
5%
Nut-Free
5%
Dairy-Free
5%
Seed-Oil-Free
5%
Plant-Based
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: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

46
med
Brand competition
how many brands compete
58
med
Variety of offers
how differentiated the shelf is
15
low
Top-brand grip
how much a few brands dominate
75
high
Launch whitespace
room for a new brand

store-brand share: 0% · scores 0–100.

More aisles

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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 →