aisle
all markets›Spices
San Francisco · 4 grocers · Fragmented

the spices aisle

San Francisco's spices aisle is a fragmented shelf spread across many brands: 358 products from 38 brands across 4 grocers. morton & bassett spices owns the most shelf — 34% of SKUs, ahead of spicely organics. The shelf leans organic — 26% of SKUs carry that claim. Verdict: fragmented — a crowded free-for-all with no clear structure (opportunity 67/100).

358
products
38
brands
$10.20
avg price
$3.39–$18.02
typical range

Zoom in

this aisle breaks into 39 sub-categories — open one for its own shelf report.

Salts · 29Pepper · 26Other Spices · 15Ground Paprika · 13Chili Powder · 11Crushed Red Pepper · 10Dried Cinnamon · 9Dried Cumin · 9Dried Ginger · 8Italian Seasoning · 6Dried Nutmeg · 6Dried Cardamom · 6Dried Onion · 6Dried Turmeric · 6Dried Thyme · 6Dried Garlic · 6Cayenne Powder · 5Dried Dill · 5Dried Saffron · 5Dried Oregano · 4Dried Rosemary · 4Dried Anise · 4Dried Fennel Seeds · 4Dried Vanilla Bean · 4Dried Coriander · 4Dried Mustard · 3Curry Powder · 3Dried Cloves · 3Dried Coriander Seeds · 2Dried Parsley · 2Dried Peppers · 2Dried Sage · 2Dried Tarragon · 2Indian Seasoning Mixes · 2Dried Allspice · 2Dried Mustard Seeds · 1Dried Marjoram · 1Turmeric · 1Za'atar Seasoning · 1

Who owns the shelf

brands by share of the spices shelf.

morton & bassett spices
34% of shelf120 SKUs
sspicely organics
19% of shelf69 SKUs
oaktown spice shop
11% of shelf38 SKUs
burlap & barrel
5% of shelf19 SKUs
simply organic
4% of shelf13 SKUs
cchiquilin
3% of shelf10 SKUs
jjacobsen salt co.
2% of shelf8 SKUs
ddiamond
2% of shelf7 SKUs
mmaldon
2% of shelf6 SKUs
rreal salt
2% of shelf6 SKUs
hhimalasalt
1% of shelf4 SKUs
oomnivore
1% of shelf4 SKUs
bborrometi
1% of shelf3 SKUs
nnatierra
1% of shelf3 SKUs
ddrogheria & alimentari®
1% of shelf3 SKUs
india tree
1% of shelf3 SKUs
kk.l. keller
1% of shelf2 SKUs
bbacstrom import co.
1% of shelf2 SKUs
bbezi
1% of shelf2 SKUs
hhain pure foods
1% of shelf2 SKUs
iiblea
1% of shelf2 SKUs
050 hertz
1% of shelf2 SKUs
mmorton
1% of shelf2 SKUs
mmother-in-law's
1% of shelf2 SKUs
mmunchrooms
1% of shelf2 SKUs
rancho gordo
1% of shelf2 SKUs
ttuttocalabria
0% of shelf1 SKU
mmarin
0% of shelf1 SKU
gus'sPL
0% of shelf1 SKU
ffrontier co-op
0% of shelf1 SKU
bbill baron’s savoury secrets
0% of shelf1 SKU
eel guapo®
0% of shelf1 SKU
eden foods
0% of shelf1 SKU
ccolman’s
0% of shelf1 SKU
mmiss vickie's kettle cooked
0% of shelf1 SKU
sunridge farms
0% of shelf1 SKU
mmatiz
0% of shelf1 SKU
tterra dolce
0% of shelf1 SKU

How it's positioned

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

Organic
26%
Vegan
10%
Gluten-Free
8%
Seed-Oil-Free
8%
Dairy-Free
8%
Nut-Free
4%
Plant-Based
2%
Low sugar
0%

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)
Shape:nationalstore brand
price normalized per oz (sizes vary)8 omitted (no oz size)showing the 24 biggest of 30 brands

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

Market structure

88
high
Brand competition
how many brands compete
77
high
Variety of offers
how differentiated the shelf is
17
low
Top-brand grip
how much a few brands dominate
67
high
Launch whitespace
room for a new brand

store-brand share: 0% · scores 0–100.

More aisles

CheeseChipsCandyYogurtTeaCondimentsCoffeeCookies
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 →