aisle
all markets›Chips›Tortilla Chips
San Francisco · 4 grocers · Contested

the tortilla chips aisle

San Francisco's tortilla chips aisle is a fragmented shelf spread across many brands: 133 products from 27 brands across 4 grocers. late july snacks owns the most shelf — 13% of SKUs, ahead of morenita. Store brands hold 2%. The shelf leans gluten-free — 20% of SKUs carry that claim. Verdict: contested — real competition, no single winner (opportunity 57/100).

133
products
27
brands
$6.09
avg price
$2.88–$10.51
typical range

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Who owns the shelf

brands by share of the tortilla chips shelf.

late july snacks
13% of shelf17 SKUs
mmorenita
11% of shelf15 SKUs
doritos
11% of shelf15 SKUs
casa sanchez
7% of shelf9 SKUs
tostitos
7% of shelf9 SKUs
siete
6% of shelf8 SKUs
ssabor mexicano
6% of shelf8 SKUs
mission
5% of shelf6 SKUs
primavera
4% of shelf5 SKUs
mmasa
3% of shelf4 SKUs
xxochitl
3% of shelf4 SKUs
oo organics
3% of shelf4 SKUs
ccalidad
2% of shelf3 SKUs
quest
2% of shelf3 SKUs
vvista hermosa
2% of shelf3 SKUs
jjuantonio's
2% of shelf2 SKUs
ssantitas
2% of shelf2 SKUs
gus'sPL
2% of shelf2 SKUs
nnorcal prime foods
2% of shelf2 SKUs
nnopalli
2% of shelf2 SKUs
rrusty’s chips
2% of shelf2 SKUs
simply organic
1% of shelf1 SKU
rreal food from the ground up
1% of shelf1 SKU
ccasa arte sano
1% of shelf1 SKU
ssimplyprotein
1% of shelf1 SKU
ttaco works
1% of shelf1 SKU
ccasa chicas
1% of shelf1 SKU

How it's positioned

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

Gluten-Free
20%
Vegetarian
18%
Plant-Based
18%
Vegan
10%
Paleo
9%
Minimally Processed
9%
Dairy-Free
7%
Organic
5%

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)14 omitted (no oz size)

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

Market structure

78
high
Brand competition
how many brands compete
79
high
Variety of offers
how differentiated the shelf is
7
low
Top-brand grip
how much a few brands dominate
57
med
Launch whitespace
room for a new brand

store-brand share: 2% · 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 →