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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 Fritos, aimed at boosting brand interest, strengthening market presence, and accelerating brand growth.
| Category | Description | Markets |
|---|---|---|
|
Defend Brand Interest
|
Markets with high brand interest showing decline
|
4 DMAs
|
|
Emerging Market
|
Smaller markets showing strong growth potential
|
7 DMAs
10 States
|
|
Growth Opportunity
|
Mid-size markets with positive brand interest trends
|
7 DMAs
|
|
High Growth Priority
|
Large markets showing strong consistent growth
|
3 DMAs
|
|
Maintain & Optimize
|
Stable markets with consistent performance
|
16 DMAs
6 States
|
|
Monitor & Maintain
|
All other markets
|
168 DMAs
34 States
|
|
Turnaround Priority
|
Markets requiring immediate attention and improvement
|
6 DMAs
|
Brand Insights
Brand Insights reveal Fritos’s brand interest across U.S. regions, highlighting growth opportunities, market trends, and strategic focus areas.
Fritos shows challenging performance with -1.5% average growth across 50 markets (14.8% avg brand interest), with positive growth in 19 of 50 markets
Fritos has 14 markets with high growth (>15%), 5 markets with moderate growth (5-15%), 2 stable markets (0-5%), and 29 declining markets
Notable high-growth markets for Fritos include Alaska (+76.9% growth, 23.0% brand interest), Connecticut (+33.3% growth, 16.0% brand interest), and Delaware (+58.3% growth, 19.0% brand interest)
Fritos shows positive brand interest momentum in 19 markets, notably in Alaska (+10.0% brand interest), Connecticut (+4.0% brand interest), Delaware (+7.0% brand interest)
Competitive Insights
Competitive Insights analyze vast market data to pinpoint high-competition regions in the Chips industry.
For Fritos, our benchmarks and BrandStack's AI powered algorithms reveal key insights to refine marketing strategies and boost brand interest across channels.
For Fritos, our benchmarks and BrandStack's AI powered algorithms reveal key insights to refine marketing strategies and boost brand interest across channels.
Pringles demonstrates category dominance with 210.9% average brand interest growth, showing exceptional performance in Alabama (+253.8%, 46.0% brand interest), Alaska (+241.7%, 41.0% brand interest), and Arizona (+207.1%, 43.0% brand interest)
In high-growth markets, Pringles maintains an average brand interest of 45.5% with consistent performance across 51 markets
Pringles shows strong momentum with 210.9% average brand interest growth across key markets: Minnesota (+316.7% growth, +38.0% brand interest), Arkansas (+308.3% growth, +37.0% brand interest), and Mississippi (+308.3% growth, +37.0% brand interest)
Pringles captured additional brand interest in 51 markets, averaging +30.6% brand interest growth in key growth markets
Investment Recommendations
Strategic recommendations for Fritos 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.
Defend Brand Interest
Markets with high brand interest showing decline
4
Markets
| Market | Approx. Digital-First Households |
Current Brand Interest | QoQ Change | YoY Change |
|---|---|---|---|---|
| Austin TX | 861,098 | 23.0% | +4.6% | -8.0% |
| Oklahoma City OK | 654,139 | 23.0% | +0.0% | -14.8% |
| Albuquerque-Santa Fe NM | 634,260 | 35.0% | -10.3% | +250.0% |
| Tulsa OK | 478,465 | 23.0% | +9.5% | -8.0% |
Emerging Market
Smaller markets showing strong growth potential
7
Markets
| Market | Approx. Digital-First Households |
Current Brand Interest | QoQ Change | YoY Change |
|---|---|---|---|---|
| Chico-Redding CA | 166,232 | 20.0% | +25.0% | +11.1% |
| Columbia-Jefferson City MO | 159,914 | 18.0% | +12.5% | +5.9% |
| Sioux City IA | 136,787 | 30.0% | +50.0% | +57.9% |
| Panama City FL | 132,616 | 21.0% | +61.5% | +23.5% |
| Terre Haute IN | 123,086 | 20.0% | +17.7% | +25.0% |
| Tri-Cities TN-VA | N/A | 18.0% | +20.0% | +5.9% |
| District of Columbia | N/A | 17.0% | +54.6% | +13.3% |
Growth Opportunity
Mid-size markets with positive brand interest trends
7
Markets
| Market | Approx. Digital-First Households |
Current Brand Interest | QoQ Change | YoY Change |
|---|---|---|---|---|
| Greensboro-High Point-Winston Salem NC | 651,174 | 14.0% | +16.7% | +7.7% |
| Des Moines-Ames IA | 415,633 | 17.0% | +13.3% | +30.8% |
| Green Bay-Appleton WI | 414,647 | 19.0% | +26.7% | +35.7% |
| Wichita-Hutchinson KS | 402,706 | 22.0% | +37.5% | +46.7% |
| Harlingen-Weslaco-Brownsville-McAllen TX | 355,054 | 22.0% | +4.8% | +4.8% |
| Greenville-New Bern-Washington NC | 268,682 | 15.0% | +25.0% | +25.0% |
| Yakima-Pasco-Richland-Kennewick WA | 227,357 | 22.0% | +22.2% | +15.8% |
High Growth Priority
Large markets showing strong consistent growth
3
Markets
| Market | Approx. Digital-First Households |
Current Brand Interest | QoQ Change | YoY Change |
|---|---|---|---|---|
| Boston MA-Manchester NH | 2,284,647 | 13.0% | +8.3% | +0.0% |
| Charlotte NC | 1,164,592 | 14.0% | +16.7% | +0.0% |
| Grand Rapids-Kalamazoo-Battle Creek MI | 687,306 | 16.0% | -11.1% | +14.3% |
Maintain & Optimize
Stable markets with consistent performance
16
Markets
| Market | Approx. Digital-First Households |
Current Brand Interest | QoQ Change | YoY Change |
|---|---|---|---|---|
| New York NY | 6,799,390 | 11.0% | +0.0% | +0.0% |
| San Francisco-Oakland-San Jose CA | 2,282,025 | 13.0% | +0.0% | +0.0% |
| Seattle-Tacoma WA | 1,862,467 | 16.0% | +0.0% | +6.7% |
| Nashville TN | 1,028,315 | 17.0% | +0.0% | -5.6% |
| Las Vegas NV | 765,811 | 14.0% | +0.0% | -6.7% |
| Wilkes Barre-Scranton PA | 519,543 | 11.0% | +0.0% | +0.0% |
| Knoxville TN | 492,492 | 18.0% | -5.3% | -5.3% |
| Chattanooga TN | 353,329 | 16.0% | +0.0% | +0.0% |
Monitor & Maintain
All other markets
168
Markets
| Market | Approx. Digital-First Households |
Current Brand Interest | QoQ Change | YoY Change |
|---|---|---|---|---|
| Los Angeles CA | 5,137,519 | 13.0% | -13.3% | +0.0% |
| Chicago IL | 3,189,842 | 13.0% | -7.1% | +0.0% |
| Philadelphia PA | 2,735,885 | 11.0% | -8.3% | -15.4% |
| Atlanta GA | 2,358,268 | 13.0% | -7.1% | -7.1% |
| Washington DC (Hagerstown MD) | 2,303,268 | 13.0% | -7.1% | -7.1% |
| Phoenix AZ | 1,882,206 | 13.0% | -18.8% | +0.0% |
| Tampa-St. Petersburg (Sarasota) FL | 1,820,474 | 13.0% | +0.0% | -13.3% |
| Detroit MI | 1,704,780 | 13.0% | -13.3% | -7.1% |
Turnaround Priority
Markets requiring immediate attention and improvement
6
Markets
| Market | Approx. Digital-First Households |
Current Brand Interest | QoQ Change | YoY Change |
|---|---|---|---|---|
| Dallas-Ft. Worth TX | 2,676,555 | 21.0% | +5.0% | -16.0% |
| Houston TX | 2,346,370 | 20.0% | +0.0% | -9.1% |
| Denver CO | 1,577,435 | 18.0% | -5.3% | -10.0% |
| St. Louis MO | 1,104,541 | 17.0% | +0.0% | -10.5% |
| San Antonio TX | 932,395 | 24.0% | +0.0% | -11.1% |
| Kansas City MO | 897,204 | 18.0% | -5.3% | -10.0% |
Brand Insights
Brand Insights for Fritos 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.
Fritos shows challenging performance with -5.7% average growth across 169 markets (15.6% avg brand interest), with positive growth in 49 of 169 markets
Top performing markets for Fritos demonstrate exceptional results in Sioux City IA (+50.0% growth, 30.0% brand interest, +10.0% brand interest change), Amarillo TX (+39.1% growth, 32.0% brand interest, +9.0% brand interest change), and Missoula MT (+22.7% growth, 27.0% brand interest, +5.0% brand interest change)
Fritos has 29 markets with high growth (>15%), 18 markets with moderate growth (5-15%), 30 stable markets (0-5%), and 92 declining markets
Notable high-growth markets for Fritos include Amarillo TX (+39.1% growth, 32.0% brand interest), Anchorage AK (+58.3% growth, 19.0% brand interest), and Biloxi-Gulfport MS (+25.0% growth, 15.0% brand interest)
Fritos maintains strong brand interest positions in key markets: Albuquerque-Santa Fe NM (35.0% brand interest, -4.0% change), Billings, MT (30.0% brand interest, -1.0% change), and Amarillo TX (32.0% brand interest, +9.0% change)
Fritos shows positive brand interest momentum in 49 markets, notably in Amarillo TX (+9.0% brand interest), Anchorage AK (+7.0% brand interest), Biloxi-Gulfport MS (+3.0% brand interest)
Fritos demonstrates strong market momentum with combined growth and brand interest gains in key markets: Amarillo TX (+39.1% growth, +9.0% gain, 32.0% current brand interest), Joplin MO-Pittsburg KS (+20.0% growth, +4.0% gain, 24.0% current brand interest), and Missoula MT (+22.7% growth, +5.0% gain, 27.0% current brand interest)
Fritos successfully defends strong market positions while maintaining brand interest growth in Amarillo TX (maintained 32.0% brand interest, +39.1% growth), Missoula MT (maintained 27.0% brand interest, +22.7% growth), and Sioux City IA (maintained 30.0% brand interest, +50.0% growth)
Fritos maintains dominant market position with >35% brand interest in key markets: Albuquerque-Santa Fe NM (35.0% brand interest, -10.3% change)
Fritos achieves significant brand interest gains in Amarillo TX (+9.0% brand interest growth, now at 32.0%) and Anchorage AK (+7.0% brand interest growth, now at 19.0%)
Fritos shows accelerating brand interest growth in Amarillo TX (+39.1% growth, 32.0% brand interest) and Anchorage AK (+58.3% growth, 19.0% brand interest)
Fritos demonstrates emerging brand interest strength in Anchorage AK (+58.3% growth, 19.0% brand interest) and Biloxi-Gulfport MS (+25.0% growth, 15.0% brand interest)
Fritos maintains stable brand interest performance in mature markets: Beaumont-Port Arthur TX (-3.7% decline, 26.0% brand interest) and Billings, MT (-3.2% decline, 30.0% brand interest)
Fritos faces growth challenges in historically strong markets: Albuquerque-Santa Fe NM (-10.3% decline, 35.0% brand interest) and Beaumont-Port Arthur TX (-3.7% decline, 26.0% brand interest)
Fritos performance in major markets: Atlanta GA (-7.1% decline, 13.0% brand interest, 2.7M TVHH), Baltimore MD (-7.1% decline, 13.0% brand interest, 1.1M TVHH), and Chicago IL (-7.1% decline, 13.0% brand interest, 3.6M TVHH)
Fritos shows positive brand interest growth in markets representing 19.3% of total TVHH coverage
Competitive Insights
Competitive Insights showcase how Fritos 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 Fritos can focus its competitive strategy.
Each insight highlights specific market opportunities and challenges where Fritos can focus its competitive strategy.
Lay's demonstrates category dominance with 9.1% average brand interest growth, showing exceptional performance in Abilene-Sweetwater TX (+30.0%, 26.0% brand interest), Albuquerque-Santa Fe NM (+17.6%, 20.0% brand interest), and Augusta GA (+18.5%, 32.0% brand interest)
In high-growth markets, Lay's maintains an average brand interest of 25.0% with consistent performance across 63 markets
Pringles shows strong momentum with 8.6% average brand interest growth across key markets: Columbus GA (+487.5% growth, +39.0% brand interest), Montgomery (Selma) AL (+300.0% growth, +39.0% brand interest), and Yuma AZ-El Centro CA (+291.7% growth, +35.0% brand interest)
Pringles captured additional brand interest in 60 markets, averaging +7.7% brand interest growth in key growth markets
Lay's shows strong momentum with 9.1% average brand interest growth across key markets: Bangor ME (+86.7% growth, +13.0% brand interest), Springfield MO (+66.7% growth, +8.0% brand interest), and Wilmington NC (+60.0% growth, +9.0% brand interest)
Lay's captured additional brand interest in 104 markets, averaging +3.9% brand interest growth in key growth markets
Doritos maintains market dominance with an average 51.0% brand interest across key markets: Beaumont-Port Arthur TX (51.0% brand interest, +27.5% growth), Billings, MT (41.0% brand interest, +36.7% growth), and Great Falls MT (100.0% brand interest, +75.4% growth)
Pringles maintains market dominance with an average 48.8% brand interest across key markets: Anchorage AK (40.0% brand interest, +166.7% growth), Birmingham AL (44.0% brand interest, +214.3% growth), and Columbus GA (47.0% brand interest, +487.5% growth)
Lay's maintains market dominance with an average 32.8% brand interest across key markets: Augusta GA (32.0% brand interest, +18.5% growth), Binghamton NY (35.0% brand interest, +16.7% growth), and Panama City FL (31.0% brand interest, +24.0% growth)
Pringles dominates in 89 of 171 key battleground markets against Doritos, notably in Albany-Schenectady-Troy NY (48.0% vs 17.0% brand interest), Amarillo TX (36.0% vs 10.0% brand interest), and Anchorage AK (16.0% vs 40.0% brand interest)
Lay's dominates in 135 of 175 key battleground markets against Doritos, notably in Albany-Schenectady-Troy NY (48.0% vs 25.0% brand interest), Amarillo TX (36.0% vs 22.0% brand interest), and Anchorage AK (16.0% vs 25.0% brand interest)
Fritos dominates in 87 of 168 key battleground markets against Doritos, notably in Albany-Schenectady-Troy NY (48.0% vs 10.0% brand interest), Amarillo TX (36.0% vs 32.0% brand interest), and Anchorage AK (16.0% vs 19.0% brand interest)
Lay's dominates in 119 of 164 key battleground markets against Pringles, notably in Abilene-Sweetwater TX (16.0% vs 26.0% brand interest), Albany GA (0.0% vs 28.0% brand interest), and Albany-Schenectady-Troy NY (17.0% vs 25.0% brand interest)
Pringles dominates in 75 of 144 key battleground markets against Fritos, notably in Abilene-Sweetwater TX (16.0% vs 22.0% brand interest), Albany-Schenectady-Troy NY (17.0% vs 10.0% brand interest), and Amarillo TX (10.0% vs 32.0% brand interest)
Lay's dominates in 114 of 156 key battleground markets against Fritos, notably in Amarillo TX (22.0% vs 32.0% brand interest), Bakersfield CA (26.0% vs 15.0% brand interest), and Beaumont-Port Arthur TX (13.0% vs 26.0% brand interest)
Doritos successfully defends market leadership positions while maintaining brand interest growth in Beaumont-Port Arthur TX (maintained 51.0% brand interest, +27.5% growth), Billings, MT (maintained 41.0% brand interest, +36.7% growth), and Great Falls MT (maintained 100.0% brand interest, +75.4% growth)