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BrandStack.ai is a brand intelligence platform trusted by leading global brands to drive brand growth across channels and markets. By delivering AI-powered brand insights and strategic market recommendations, BrandStack.ai helps brands strengthen brand performance across Search, Social, Video, Display, CTV / TV, Audio, and more.
Investment Recommendations
Targeted investment recommendations for Doritos, aimed at boosting brand interest, strengthening market presence, and accelerating brand growth.
| Category | Description | Markets |
|---|---|---|
|
Growth Opportunity
|
Mid-size markets with positive brand interest trends
|
61 DMAs
9 States
|
|
High Growth Priority
|
Large markets showing strong consistent growth
|
48 DMAs
4 States
|
|
Maintain & Optimize
|
Stable markets with consistent performance
|
20 DMAs
10 States
|
|
Turnaround Priority
|
Markets requiring immediate attention / improvement
|
81 DMAs
27 States
|
Brand Insights
Brand Insights reveal Doritos’s brand interest across U.S. regions, highlighting growth opportunities, market trends, and strategic focus areas.
Doritos shows challenging performance with -0.7% average growth across 51 markets (47.0% avg brand interest), with positive growth in 15 of 51 markets
Top performing markets for Doritos demonstrate exceptional results in Rhode Island (+13.0% growth, 52.0% brand interest, +6.0% change)
Doritos has 0 markets with high growth (>15%), 6 markets with moderate growth (5-15%), 20 stable markets (0-5%), and 25 declining markets
Doritos successfully defends strong market positions while maintaining brand interest growth in District of Columbia (maintained 45.0% brand interest, +2.3% growth), Indiana (maintained 51.0% brand interest, +4.1% growth), and Louisiana (maintained 48.0% brand interest, +4.3% growth)
Competitive Insights
Competitive Insights analyze vast market data to pinpoint high-competition regions in the Chips industry.
For Doritos, our benchmarks and BrandStack's AI powered algorithms reveal key insights to refine marketing strategies and boost brand interest across channels.
For Doritos, our benchmarks and BrandStack's AI powered algorithms reveal key insights to refine marketing strategies and boost brand interest across channels.
Fritos demonstrates category leadership at state level with 9.5% average brand interest growth, showing exceptional performance in Alabama (+16.7%, 14.0% brand interest), Alaska (+16.7%, 21.0% brand interest), and District of Columbia (+15.4%, 15.0% brand interest)
In high-growth state markets, Fritos maintains an average brand interest of 18.7% with consistent performance across 14 markets
Fritos shows strong momentum with 9.5% average brand interest growth across key state markets: Oklahoma (+33.3% growth, +6.0% brand interest), Rhode Island (+33.3% growth, +3.0% brand interest), and Iowa (+28.6% growth, +4.0% brand interest)
Fritos captured additional brand interest in 38 state markets, averaging +2.0% brand interest growth in key growth state
Investment Recommendations
Strategic recommendations for Doritos in the Chips category, highlighting market opportunities and potential growth areas.
Based on comprehensive analysis of market share, growth trends, and competitive positioning across different markets.
Based on comprehensive analysis of market share, growth trends, and competitive positioning across different markets.
Growth Opportunity
Mid-size markets with positive brand interest trends
61
Markets
| Market | Approx. Digital-First Households |
Current Brand Interest | QoQ Change | YoY Change |
|---|---|---|---|---|
| Dallas-Ft. Worth TX | 2,585,309 | 44.0% | +4.8% | +0.0% |
| Atlanta GA | 2,277,873 | 48.0% | +4.4% | +6.7% |
| Washington DC (Hagerstown MD) | 2,224,748 | 49.0% | +4.3% | +2.1% |
| Indianapolis IN | 1,026,188 | 51.0% | +0.0% | +8.5% |
| Pittsburgh PA | 998,699 | 51.0% | +0.0% | +6.3% |
| Baltimore MD | 977,058 | 54.0% | +5.9% | +8.0% |
| Salt Lake City UT | 975,902 | 47.0% | +4.4% | +2.2% |
| San Diego CA | 940,959 | 45.0% | +4.7% | +4.7% |
High Growth Priority
Large markets showing strong consistent growth
48
Markets
| Market | Approx. Digital-First Households |
Current Brand Interest | QoQ Change | YoY Change |
|---|---|---|---|---|
| Chicago IL | 3,081,097 | 48.0% | +6.7% | +4.4% |
| Tampa-St. Petersburg (Sarasota) FL | 1,758,412 | 48.0% | +9.1% | +6.7% |
| Miami-Ft. Lauderdale FL | 1,462,825 | 48.0% | +6.7% | +9.1% |
| Greenville-Spartanburg SC-Asheville NC-Anderson SC | 805,248 | 50.0% | +11.1% | +8.7% |
| Milwaukee WI | 765,170 | 50.0% | +13.6% | +6.4% |
| New Orleans LA | 584,044 | 49.0% | +11.4% | +2.1% |
| Providence RI-New Bedford MA | 564,315 | 51.0% | +8.5% | +10.9% |
| Fresno-Visalia CA | 539,002 | 48.0% | +11.6% | +2.1% |
Maintain & Optimize
Stable markets with consistent performance
20
Markets
| Market | Approx. Digital-First Households |
Current Brand Interest | QoQ Change | YoY Change |
|---|---|---|---|---|
| New York NY | 6,567,593 | 48.0% | +0.0% | +0.0% |
| Philadelphia PA | 2,642,616 | 51.0% | +2.0% | +4.1% |
| Detroit MI | 1,646,663 | 50.0% | +0.0% | +2.0% |
| Sacramento-Stockton-Modesto CA | 1,276,768 | 44.0% | +0.0% | +0.0% |
| Portland OR | 1,086,232 | 46.0% | +0.0% | +2.2% |
| St. Louis MO | 1,066,886 | 48.0% | +0.0% | +0.0% |
| West Palm Beach-Ft. Pierce FL | 754,979 | 46.0% | +2.2% | -4.2% |
| Las Vegas NV | 739,704 | 47.0% | +0.0% | +4.4% |
Turnaround Priority
Markets requiring immediate attention / improvement
81
Markets
| Market | Approx. Digital-First Households |
Current Brand Interest | QoQ Change | YoY Change |
|---|---|---|---|---|
| Los Angeles CA | 4,962,377 | 43.0% | +2.4% | -8.5% |
| Houston TX | 2,266,381 | 45.0% | -2.2% | +2.3% |
| Boston MA-Manchester NH | 2,206,762 | 44.0% | -8.3% | -2.2% |
| San Francisco-Oakland-San Jose CA | 2,204,229 | 42.0% | -2.3% | -2.3% |
| Phoenix AZ | 1,818,040 | 44.0% | -4.4% | -6.4% |
| Seattle-Tacoma WA | 1,798,974 | 44.0% | -4.4% | -4.4% |
| Minneapolis-St. Paul MN | 1,563,558 | 51.0% | -3.8% | -1.9% |
| Denver CO | 1,523,659 | 42.0% | -4.6% | -4.6% |
Brand Insights
Brand Insights for Doritos in the Chips category provide in-depth analysis of the brand's performance, market positioning, and growth opportunities.
These insights are derived from comprehensive data analysis, covering areas such as market share, growth trends, and competitive dynamics.
These insights are derived from comprehensive data analysis, covering areas such as market share, growth trends, and competitive dynamics.
Doritos shows stable performance with 2.7% average growth across 209 markets (53.0% avg brand interest), with positive growth in 95 of 209 markets
Top performing markets for Doritos demonstrate exceptional results in Elmira NY (+154.3% growth, 89.0% brand interest, +54.0% change), Alpena MI (+100.0% growth, 100.0% brand interest, +100.0% change), and Presque Isle ME (+100.0% growth, 56.0% brand interest, +56.0% change)
Doritos has 29 markets with high growth (>15%), 36 markets with moderate growth (5-15%), 58 stable markets (0-5%), and 86 declining markets
Notable high-growth markets for Doritos include Alexandria LA (+41.3% growth, 89.0% brand interest), Alpena MI (+100.0% growth, 100.0% brand interest), and Bakersfield CA (+19.1% growth, 50.0% brand interest)
Doritos demonstrates strong market momentum with combined growth and brand interest gains in key markets: Alexandria LA (+41.3% growth, +26.0% gain, 89.0% current brand interest), Alpena MI (+100.0% growth, +100.0% gain, 100.0% current brand interest), and Bakersfield CA (+19.1% growth, +8.0% gain, 50.0% current brand interest)
Doritos successfully defends strong market positions while maintaining brand interest growth in Alexandria LA (maintained 89.0% brand interest, +41.3% growth), Alpena MI (maintained 100.0% brand interest, +100.0% growth), and Bakersfield CA (maintained 50.0% brand interest, +19.1% growth)
In small markets, Doritos shows modest growth with high brand interest: Alexandria LA (+41.3% growth, 89.0% brand interest) and Alpena MI (+100.0% growth, 100.0% brand interest)
Doritos achieves significant brand interest gains in Alexandria LA (+26.0% brand interest growth, now at 89.0%), Alpena MI (+100.0% brand interest growth, now at 100.0%), and Bakersfield CA (+8.0% brand interest growth, now at 50.0%)
Doritos shows accelerating brand interest growth in Alexandria LA (+41.3% growth, 89.0% brand interest) and Alpena MI (+100.0% growth, 100.0% brand interest)
Doritos maintains stable brand interest performance in mature markets: Albany-Schenectady-Troy NY (-2.0% growth, 49.0% brand interest) and Anchorage AK (-4.2% growth, 46.0% brand interest)
Doritos faces growth challenges in historically strong markets: Albany GA (-15.0% growth, 51.0% brand interest) and Albany-Schenectady-Troy NY (-2.0% growth, 49.0% brand interest)
Doritos performance in major markets: Boston MA-Manchester NH (-8.3% growth, 44.0% brand interest, 2.6M TVHH), Charlotte NC (-4.0% growth, 48.0% brand interest, 1.3M TVHH), and Cleveland-Akron (Canton) OH (-7.5% growth, 49.0% brand interest, 1.6M TVHH)
Doritos shows positive brand interest growth in markets representing 43.4% of total TVHH coverage
Doritos maintains strong brand interest positions (>30% share) in key markets: Albany GA (51.0% brand interest, -9.0% change), Albany-Schenectady-Troy NY (49.0% brand interest, -1.0% change), and Albuquerque-Santa Fe NM (32.0% brand interest, -6.0% change)
Doritos achieves significant brand interest gains in Alexandria LA (+26.0% brand interest), Alpena MI (+100.0% brand interest), and Bakersfield CA (+8.0% brand interest)
Doritos maintains dominant market position with >35% brand interest in key markets: Albany-Schenectady-Troy NY (49.0% brand interest, 2.0% decline), Bangor ME (55.0% brand interest, 1.8% decline), and Flint-Saginaw-Bay City MI (49.0% brand interest, 2.0% decline)
Competitive Insights
Competitive Insights showcase how Doritos performs against competitors across different markets.
These insights are generated by analyzing competitive performance data across hundreds of thousands of data points.
Each insight highlights specific market opportunities and challenges where Doritos can focus its competitive strategy.
Each insight highlights specific market opportunities and challenges where Doritos can focus its competitive strategy.
Fritos demonstrates category leadership at dma level with 13.4% average brand interest growth, showing exceptional performance in Albuquerque-Santa Fe NM (+19.4%, 37.0% brand interest), Amarillo TX (+47.8%, 34.0% brand interest), and Anchorage AK (+100.0%, 26.0% brand interest)
In high-growth dma markets, Fritos maintains an average brand interest of 19.1% with consistent performance across 79 markets
Lay's shows strong momentum with 10.0% average brand interest growth across key dma markets: Lake Charles LA (+800.0% growth, +24.0% brand interest), Twin Falls ID (+720.0% growth, +36.0% brand interest), and Abilene-Sweetwater TX (+200.0% growth, +2.0% brand interest)
Lay's captured additional brand interest in 67 dma markets, averaging +5.9% brand interest growth in key growth dma
Fritos shows strong momentum with 13.4% average brand interest growth across key dma markets: Harrisonburg VA (+400.0% growth, +4.0% brand interest), Elmira NY (+300.0% growth, +3.0% brand interest), and Grand Junction-Montrose CO (+156.2% growth, +50.0% brand interest)
Fritos captured additional brand interest in 119 dma markets, averaging +5.9% brand interest growth in key growth dma
In direct competition, Fritos outperforms Lay's with 9.6 percentage point brand interest advantage across 201 shared markets: Abilene-Sweetwater TX (gap: 33.0% brand interest, 220.0% growth), Albany GA (gap: 24.0% brand interest, 95.8% growth), and Alexandria LA (gap: 2.0% brand interest, 186.5% growth)
In select markets, Doritos outperforms Lay's despite weaker overall growth (+2.7% vs +10.0% overall): Atlanta GA (Doritos leads: 48.0% share, +4.3% growth vs Lay's: 25.0%, -3.9%) and Augusta GA (Doritos leads: 50.0% share, +4.2% growth vs Lay's: 22.0%, -12.0%)
In select markets, Pringles outperforms Lay's despite weaker overall growth (-3.4% vs +10.0% overall): Albany-Schenectady-Troy NY (Pringles: +13.3% growth vs Lay's: -8.0% growth), Baltimore MD (Pringles: +6.2% growth vs Lay's: -14.3% growth), and Bangor ME (Pringles leads: 23.0% share, +21.1% growth vs Lay's: 20.0%, -20.0%)
In select markets, Doritos outperforms Fritos despite weaker overall growth (+2.7% vs +13.4% overall): Abilene-Sweetwater TX (Doritos leads: 60.0% share, +13.2% growth vs Fritos: 36.0%, -20.0%) and Alexandria LA (Doritos leads: 89.0% share, +41.3% growth vs Fritos: 5.0%, -86.5%)
In select markets, Pringles outperforms Fritos despite weaker overall growth (-3.4% vs +13.4% overall): Albany GA (Pringles leads: 21.0% share, +100.0% growth vs Fritos: 2.0%, -87.5%), Alexandria LA (Pringles: +100.0% growth vs Fritos: -86.5% growth), and Baltimore MD (Pringles leads: 17.0% share, +6.2% growth vs Fritos: 11.0%, -8.3%)
In select markets, Lay's outperforms Fritos despite weaker overall growth (+10.0% vs +13.4% overall): Abilene-Sweetwater TX (Lay's: +200.0% growth vs Fritos: -20.0% growth), Albany GA (Lay's leads: 26.0% share, +8.3% growth vs Fritos: 2.0%, -87.5%), and Alexandria LA (Lay's: +100.0% growth vs Fritos: -86.5% growth)
Doritos successfully defends market leadership positions while maintaining brand interest growth in Alexandria LA (maintained 89.0% brand interest, +41.3% growth), Alpena MI (maintained 100.0% brand interest, +100.0% growth), and Bakersfield CA (maintained 50.0% brand interest, +19.1% growth)
Pringles successfully defends market leadership positions while maintaining brand interest growth in Albany GA (maintained 21.0% brand interest, +100.0% growth), Bangor ME (maintained 23.0% brand interest, +21.1% growth), and Charlottesville VA (maintained 31.0% brand interest, +100.0% growth)
Lay's successfully defends market leadership positions while maintaining brand interest growth in Amarillo TX (maintained 25.0% brand interest, +66.7% growth), Anchorage AK (maintained 27.0% brand interest, +42.1% growth), and Beaumont-Port Arthur TX (maintained 27.0% brand interest, +22.7% growth)
Fritos successfully defends market leadership positions while maintaining brand interest growth in Albuquerque-Santa Fe NM (maintained 37.0% brand interest, +19.4% growth), Amarillo TX (maintained 34.0% brand interest, +47.8% growth), and Anchorage AK (maintained 26.0% brand interest, +100.0% growth)