aisle
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San Francisco · 4 grocers · Fragmented

the potato chips aisle

San Francisco's potato chips aisle is a fragmented shelf spread across many brands: 264 products from 30 brands across 4 grocers. kettle brand owns the most shelf — 27% of SKUs, ahead of boulder canyon. The shelf leans gluten-free — 21% of SKUs carry that claim. Verdict: fragmented — a crowded free-for-all with no clear structure (opportunity 59/100).

264
products
30
brands
$5.29
avg price
$1.79–$9.55
typical range

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Who owns the shelf

brands by share of the potato chips shelf.

kettle brand
27% of shelf70 SKUs
boulder canyon
10% of shelf27 SKUs
lay's
10% of shelf26 SKUs
torres
9% of shelf24 SKUs
the good crisp company
8% of shelf22 SKUs
ddirty
5% of shelf13 SKUs
ruffles
5% of shelf12 SKUs
jjosé andrés
3% of shelf7 SKUs
pringles
3% of shelf7 SKUs
ccarolina kettle
2% of shelf6 SKUs
ccape cod
2% of shelf6 SKUs
ppopchips
2% of shelf5 SKUs
hhawaiian kettle style potato chips
2% of shelf5 SKUs
ttim's
2% of shelf5 SKUs
ssan carlo
2% of shelf4 SKUs
hhumble snacks
1% of shelf3 SKUs
siete
1% of shelf3 SKUs
ttartuflanghe
1% of shelf3 SKUs
pplanetary chips
1% of shelf3 SKUs
kkeya's
1% of shelf2 SKUs
hhardbite
1% of shelf2 SKUs
kkeogh's
0% of shelf1 SKU
kkeyas snacks
0% of shelf1 SKU
ccalbee
0% of shelf1 SKU
mmark's snacks
0% of shelf1 SKU
mmiss vickie's
0% of shelf1 SKU
jjackson's chips
0% of shelf1 SKU
rrusty’s chips
0% of shelf1 SKU
ttasty nate's
0% of shelf1 SKU
kkeoghs
0% of shelf1 SKU

How it's positioned

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

Gluten-Free
21%
Vegetarian
11%
Plant-Based
11%
Dairy-Free
6%
Heart Health
6%
Low sugar
6%
Vegan
6%
Minimally Processed
2%

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)19 omitted (no oz size)

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

Market structure

81
high
Brand competition
how many brands compete
80
high
Variety of offers
how differentiated the shelf is
12
low
Top-brand grip
how much a few brands dominate
59
med
Launch whitespace
room for a new brand

store-brand share: 0% · scores 0–100.

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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 →