Which tortillas brand owns the most shelf in San Francisco?

mi rancho, with 24% of the shelf across 14 brands total.

How is the tortillas shelf positioned in San Francisco?

22% of products lead with "Organic", followed by Gluten-Free (19%). Store brands hold 0% of the shelf.

Is there whitespace for a new tortillas brand in San Francisco?

Contested — opportunity scores 63/100 across 14 brands and 3 grocers.

aislewho's winning the shelf

all markets›Tortillas

San Francisco · 3 grocers · Contested

the tortillas aisle

San Francisco's tortillas aisle is a fragmented shelf spread across many brands: 72 products from 14 brands across 3 grocers. mi rancho owns the most shelf — 24% of SKUs, ahead of la tortilla factory. The shelf leans organic — 22% of SKUs carry that claim. Verdict: contested — real competition, no single winner (opportunity 63/100).

products

brands

$6.33

avg price

$3.19–$10.13

typical range

Zoom in

this aisle breaks into 6 sub-categories — open one for its own shelf report.

Flour Tortillas · 16 Corn Tortillas · 15 Grain-Free Tortillas · 3 Taco Shells · 2 Tostadas · 2 Corn and Flour Tortillas · 1

Who owns the shelf

brands by share of the tortillas shelf.

24% of shelf17 SKUs

17% of shelf12 SKUs

13% of shelf9 SKUs

8% of shelf6 SKUs

7% of shelf5 SKUs

6% of shelf4 SKUs

6% of shelf4 SKUs

6% of shelf4 SKUs

How it's positioned

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

Organic

22%

Gluten-Free

19%

Heart Health

15%

Vegan

13%

Plant-Based

10%

Weight Management

Minimally Processed

Low-Carb

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:no dominant segmentation on this shelf

Size:total brand reach (SKUs across all aisles)

price normalized per ct (sizes vary)5 omitted (no ct size)

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

Market structure

med

Brand competition

how many brands compete

high

Variety of offers

how differentiated the shelf is

low

Top-brand grip

how much a few brands dominate

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 →