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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
|
14 DMAs
5 States
|
|
High Growth Priority
|
Large markets showing strong consistent growth
|
26 DMAs
|
|
Maintain & Optimize
|
Stable markets with consistent performance
|
16 DMAs
|
|
Turnaround Priority
|
Markets requiring immediate attention / improvement
|
155 DMAs
45 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 -3.6% average growth across 51 markets (43.0% avg brand interest), with positive growth in 10 of 51 markets
Doritos has 0 markets with high growth (>15%), 4 markets with moderate growth (5-15%), 11 stable markets (0-5%), and 36 declining markets
Doritos successfully defends strong market positions while maintaining brand interest growth in Delaware (maintained 45.0% brand interest, +0.0% growth), Iowa (maintained 47.0% brand interest, +2.2% growth), and Missouri (maintained 45.0% brand interest, +2.3% growth)
Doritos maintains stable brand interest performance in mature markets: Alabama (-2.2% growth, 45.0% brand interest) and Alaska (-4.8% growth, 40.0% brand interest)
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.
Lay's demonstrates category leadership at state level with 18.1% average brand interest growth, showing exceptional performance in Arizona (+19.2%, 31.0% brand interest), Arkansas (+30.0%, 26.0% brand interest), and Connecticut (+38.5%, 36.0% brand interest)
In high-growth state markets, Lay's maintains an average brand interest of 30.1% with consistent performance across 30 markets
Lay's shows strong momentum with 18.1% average brand interest growth across key state markets: District of Columbia (+46.1% growth, +12.0% brand interest), Nebraska (+42.1% growth, +8.0% brand interest), and Connecticut (+38.5% growth, +10.0% brand interest)
Lay's captured additional brand interest in 45 state markets, averaging +5.0% 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
14
Markets
| Market | Approx. Digital-First Households |
Current Brand Interest | QoQ Change | YoY Change |
|---|---|---|---|---|
| San Antonio TX | 900,609 | 42.0% | +7.7% | -2.3% |
| Roanoke-Lynchburg VA | 387,932 | 44.0% | +7.3% | -18.5% |
| Springfield MO | 386,138 | 44.0% | +7.3% | -12.0% |
| Baton Rouge LA | 300,475 | 43.0% | +7.5% | -6.5% |
| Tri-Cities TN-VA | 281,792 | 41.0% | +7.9% | -14.6% |
| Traverse City-Cadillac MI | 216,002 | 52.0% | -7.1% | +13.0% |
| Bakersfield CA | 210,103 | 47.0% | -2.1% | +6.8% |
| Yuma AZ-El Centro CA | 107,619 | 56.0% | +0.0% | +9.8% |
High Growth Priority
Large markets showing strong consistent growth
26
Markets
| Market | Approx. Digital-First Households |
Current Brand Interest | QoQ Change | YoY Change |
|---|---|---|---|---|
| Kansas City MO | 866,618 | 48.0% | +11.6% | +0.0% |
| Cedar Rapids-Waterloo-Iowa City & Dubuque IA | 306,748 | 53.0% | +10.4% | -1.9% |
| Davenport IA-Rock Island-Moline IL | 257,210 | 52.0% | +13.0% | -1.9% |
| Sioux Falls(Mitchell) SD | 235,093 | 54.0% | +14.9% | +1.9% |
| Youngstown OH | 221,187 | 51.0% | +15.9% | +2.0% |
| Lafayette LA | 208,429 | 46.0% | +35.3% | +12.2% |
| Wilmington NC | 186,609 | 53.0% | +23.3% | +20.5% |
| Amarillo TX | 167,518 | 45.0% | +15.4% | -2.2% |
Maintain & Optimize
Stable markets with consistent performance
16
Markets
| Market | Approx. Digital-First Households |
Current Brand Interest | QoQ Change | YoY Change |
|---|---|---|---|---|
| Dallas-Ft. Worth TX | 2,585,309 | 40.0% | +2.6% | -4.8% |
| Milwaukee WI | 765,170 | 46.0% | +0.0% | -2.1% |
| Richmond-Petersburg VA | 516,962 | 49.0% | +0.0% | +0.0% |
| Jackson MS | 288,295 | 50.0% | +0.0% | +4.2% |
| Reno NV | 260,899 | 43.0% | +0.0% | +2.4% |
| Eureka CA | 52,063 | 100.0% | +0.0% | +0.0% |
| Cheyenne WY-Scottsbluff NE | 51,459 | 100.0% | +0.0% | +0.0% |
| Casper-Riverton WY | 47,932 | 100.0% | +0.0% | +0.0% |
Turnaround Priority
Markets requiring immediate attention / improvement
155
Markets
| Market | Approx. Digital-First Households |
Current Brand Interest | QoQ Change | YoY Change |
|---|---|---|---|---|
| New York NY | 6,567,593 | 42.0% | -12.5% | -17.7% |
| Los Angeles CA | 4,962,377 | 43.0% | -10.4% | -8.5% |
| Chicago IL | 3,081,097 | 41.0% | -6.8% | -14.6% |
| Philadelphia PA | 2,642,616 | 44.0% | -6.4% | -13.7% |
| Atlanta GA | 2,277,873 | 40.0% | -13.0% | -14.9% |
| Houston TX | 2,266,381 | 40.0% | -2.4% | -11.1% |
| Washington DC (Hagerstown MD) | 2,224,748 | 42.0% | -12.5% | -14.3% |
| Boston MA-Manchester NH | 2,206,762 | 41.0% | -6.8% | -8.9% |
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 challenging performance with -3.4% average growth across 210 markets (45.2% avg brand interest), with positive growth in 50 of 210 markets
Top performing markets for Doritos demonstrate exceptional results in Bend OR (+132.6% growth, 100.0% brand interest, +57.0% change), Ottumwa IA-Kirksville MO (+100.0% growth, 100.0% brand interest, +50.0% change), and Quincy IL-Hannibal MO-Keokuk IA (+100.0% growth, 59.0% brand interest, +59.0% change)
Doritos has 20 markets with high growth (>15%), 17 markets with moderate growth (5-15%), 43 stable markets (0-5%), and 130 declining markets
Notable high-growth markets for Doritos include Abilene-Sweetwater TX (+18.9% growth, 44.0% brand interest), Alexandria LA (+81.8% growth, 100.0% brand interest), and Amarillo TX (+15.4% growth, 45.0% brand interest)
Doritos demonstrates strong market momentum with combined growth and brand interest gains in key markets: Abilene-Sweetwater TX (+18.9% growth, +7.0% gain, 44.0% current brand interest), Alexandria LA (+81.8% growth, +45.0% gain, 100.0% current brand interest), and Amarillo TX (+15.4% growth, +6.0% gain, 45.0% current brand interest)
Doritos successfully defends strong market positions while maintaining brand interest growth in Abilene-Sweetwater TX (maintained 44.0% brand interest, +18.9% growth), Alexandria LA (maintained 100.0% brand interest, +81.8% growth), and Amarillo TX (maintained 45.0% brand interest, +15.4% growth)
Doritos achieves significant brand interest gains in Abilene-Sweetwater TX (+7.0% brand interest growth, now at 44.0%) and Alexandria LA (+45.0% brand interest growth, now at 100.0%)
Doritos shows accelerating brand interest growth in Abilene-Sweetwater TX (+18.9% growth, 44.0% brand interest) and Alexandria LA (+81.8% growth, 100.0% brand interest)
Doritos maintains stable brand interest performance in mature markets: Augusta GA (-2.3% growth, 43.0% brand interest) and Bakersfield CA (-2.1% growth, 47.0% brand interest)
Doritos faces growth challenges in historically strong markets: Albany GA (-8.7% growth, 42.0% brand interest) and Albany-Schenectady-Troy NY (-12.8% growth, 41.0% brand interest)
Doritos performance in major markets: Atlanta GA (-13.0% growth, 40.0% brand interest, 2.7M TVHH), Boston MA-Manchester NH (-6.8% growth, 41.0% brand interest, 2.6M TVHH), and Chicago IL (-6.8% growth, 41.0% brand interest, 3.6M TVHH)
Doritos shows positive brand interest growth in markets representing 13.1% of total TVHH coverage
Doritos maintains strong brand interest positions (>30% share) in key markets: Albany GA (42.0% brand interest, -4.0% change), Albany-Schenectady-Troy NY (41.0% brand interest, -6.0% change), and Albuquerque-Santa Fe NM (32.0% brand interest, -5.0% change)
Doritos achieves significant brand interest gains in Abilene-Sweetwater TX (+7.0% brand interest), Alexandria LA (+45.0% brand interest), and Amarillo TX (+6.0% brand interest)
Doritos maintains dominant market position with >35% brand interest in key markets: Albany GA (42.0% brand interest, -8.7% change) and Albany-Schenectady-Troy NY (41.0% brand interest, -12.8% change)
Doritos shows challenging performance with -11.9% average growth across 210 markets (45.2% avg brand interest), with positive growth in 24 of 210 markets
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.
Lay's demonstrates category leadership at dma level with 17.8% average brand interest growth, showing exceptional performance in Abilene-Sweetwater TX (+30.0%, 26.0% brand interest), Albany GA (+82.3%, 31.0% brand interest), and Albany-Schenectady-Troy NY (+23.1%, 32.0% brand interest)
In high-growth dma markets, Lay's maintains an average brand interest of 32.5% with consistent performance across 108 markets
Lay's shows strong momentum with 17.8% average brand interest growth across key dma markets: Biloxi-Gulfport MS (+184.6% growth, +24.0% brand interest), Greenwood-Greenville MS (+104.1% growth, +51.0% brand interest), and Dothan AL (+100.0% growth, +41.0% brand interest)
Lay's captured additional brand interest in 144 dma markets, averaging +8.8% brand interest growth in key growth dma
In direct competition, Lay's outperforms Pringles with 16.7 percentage point brand interest advantage across 210 shared markets: Alexandria LA (gap: 0.0% brand interest, 100.0% growth), Amarillo TX (gap: 10.0% brand interest, 125.9% growth), and Bangor ME (gap: 32.0% brand interest, 97.0% growth)
In select markets, Fritos outperforms Doritos despite weaker overall growth (-9.3% vs -3.4% overall): Albany-Schenectady-Troy NY (Fritos: +33.3% growth vs Doritos: -12.8% growth), Beaumont-Port Arthur TX (Fritos: +26.3% growth vs Doritos: -30.5% growth), and Biloxi-Gulfport MS (Fritos: +16.7% growth vs Doritos: -33.9% growth)
In select markets, Doritos outperforms Pringles despite weaker overall growth (-3.4% vs +4.7% overall): Anchorage AK (Doritos leads: 42.0% share, +2.4% growth vs Pringles: 19.0%, -34.5%)
In select markets, Fritos outperforms Pringles despite weaker overall growth (-9.3% vs +4.7% overall): Albany-Schenectady-Troy NY (Fritos: +33.3% growth vs Pringles: -16.7% growth) and Biloxi-Gulfport MS (Fritos leads: 14.0% share, +16.7% growth vs Pringles: 12.0%, -36.8%)
In select markets, Doritos outperforms Lay's despite weaker overall growth (-3.4% vs +17.8% overall): Alexandria LA (Doritos leads: 100.0% share, +81.8% growth vs Lay's: 0.0%, -100.0%), Amarillo TX (Doritos leads: 45.0% share, +15.4% growth vs Lay's: 20.0%, -25.9%), and Bangor ME (Doritos leads: 68.0% share, +36.0% growth vs Lay's: 32.0%, -3.0%)
In select markets, Pringles outperforms Lay's despite weaker overall growth (+4.7% vs +17.8% overall): Amarillo TX (Pringles: +100.0% growth vs Lay's: -25.9% growth), Billings, MT (Pringles: +100.0% growth vs Lay's: -28.6% growth), and Boise ID (Pringles: +16.7% growth vs Lay's: -10.0% growth)
In select markets, Fritos outperforms Lay's despite weaker overall growth (-9.3% vs +17.8% overall): Bluefield-Beckley-Oak Hill WV (Fritos: +100.0% growth vs Lay's: -32.4% growth) and Boise ID (Fritos: +6.2% growth vs Lay's: -10.0% growth)
In select markets, Doritos outperforms Fritos despite weaker overall growth (-3.4% vs -9.3% overall): Abilene-Sweetwater TX (Doritos leads: 44.0% share, +18.9% growth vs Fritos: 14.0%, -50.0%)
Doritos successfully defends market leadership positions while maintaining brand interest growth in Abilene-Sweetwater TX (maintained 44.0% brand interest, +18.9% growth), Alexandria LA (maintained 100.0% brand interest, +81.8% growth), and Amarillo TX (maintained 45.0% brand interest, +15.4% growth)
Pringles successfully defends market leadership positions while maintaining brand interest growth in Evansville IN (maintained 21.0% brand interest, +31.2% growth), Great Falls MT (maintained 57.0% brand interest, +100.0% growth), and Harrisonburg VA (maintained 22.0% brand interest, +29.4% growth)
Lay's successfully defends market leadership positions while maintaining brand interest growth in Abilene-Sweetwater TX (maintained 26.0% brand interest, +30.0% growth), Albany GA (maintained 31.0% brand interest, +82.3% growth), and Albany-Schenectady-Troy NY (maintained 32.0% brand interest, +23.1% growth)
Fritos successfully defends market leadership positions while maintaining brand interest growth in Beaumont-Port Arthur TX (maintained 24.0% brand interest, +26.3% growth), Butte-Bozeman MT (maintained 31.0% brand interest, +100.0% growth), and Colorado Springs-Pueblo CO (maintained 21.0% brand interest, +23.5% growth)