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Investment Recommendations
Targeted investment recommendations for Fritos, 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
|
33 DMAs
15 States
|
|
High Growth Priority
|
Large markets showing strong consistent growth
|
86 DMAs
24 States
|
|
Maintain & Optimize
|
Stable markets with consistent performance
|
28 DMAs
1 State
|
|
Turnaround Priority
|
Markets requiring immediate attention / improvement
|
58 DMAs
9 States
|
Brand Insights
Brand Insights reveal Fritos’s brand interest across U.S. regions, highlighting growth opportunities, market trends, and strategic focus areas.
Fritos shows strong performance with 9.5% average growth across 50 markets (15.9% avg brand interest), with positive growth in 38 of 50 markets
Top performing markets for Fritos demonstrate exceptional results in Oklahoma (+33.3% growth, 24.0% brand interest, +6.0% change), Idaho (+25.0% growth, 20.0% brand interest, +4.0% change), and Wyoming (+19.1% growth, 25.0% brand interest, +4.0% change)
Fritos has 14 markets with high growth (>15%), 24 markets with moderate growth (5-15%), 6 stable markets (0-5%), and 6 declining markets
Notable high-growth markets for Fritos include Alabama (+16.7% growth, 14.0% brand interest), Alaska (+16.7% growth, 21.0% brand interest), and District of Columbia (+15.4% growth, 15.0% 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.
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 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.
Growth Opportunity
Mid-size markets with positive brand interest trends
33
Markets
| Market | Approx. Digital-First Households |
Current Brand Interest | QoQ Change | YoY Change |
|---|---|---|---|---|
| Dallas-Ft. Worth TX | 2,585,309 | 20.0% | +5.3% | +0.0% |
| Boston MA-Manchester NH | 2,206,762 | 12.0% | +9.1% | +0.0% |
| Tampa-St. Petersburg (Sarasota) FL | 1,758,412 | 13.0% | +8.3% | +0.0% |
| Minneapolis-St. Paul MN | 1,563,558 | 14.0% | +7.7% | -12.5% |
| Orlando-Daytona Beach-Melbourne FL | 1,508,869 | 13.0% | +8.3% | +0.0% |
| Sacramento-Stockton-Modesto CA | 1,276,768 | 15.0% | +7.1% | +0.0% |
| Raleigh-Durham (Fayetteville) NC | 1,096,084 | 13.0% | +8.3% | -7.1% |
| Portland OR | 1,086,232 | 17.0% | +6.3% | +0.0% |
High Growth Priority
Large markets showing strong consistent growth
86
Markets
| Market | Approx. Digital-First Households |
Current Brand Interest | QoQ Change | YoY Change |
|---|---|---|---|---|
| Houston TX | 2,266,381 | 19.0% | +11.8% | -5.0% |
| San Francisco-Oakland-San Jose CA | 2,204,229 | 14.0% | +7.7% | +7.7% |
| Phoenix AZ | 1,818,040 | 16.0% | +14.3% | +0.0% |
| Seattle-Tacoma WA | 1,798,974 | 16.0% | +23.1% | +0.0% |
| Detroit MI | 1,646,663 | 14.0% | +16.7% | -6.7% |
| Denver CO | 1,523,659 | 19.0% | +18.8% | +0.0% |
| Cleveland-Akron (Canton) OH | 1,319,557 | 15.0% | +36.4% | +7.1% |
| Charlotte NC | 1,124,890 | 12.0% | +20.0% | +0.0% |
Maintain & Optimize
Stable markets with consistent performance
28
Markets
| Market | Approx. Digital-First Households |
Current Brand Interest | QoQ Change | YoY Change |
|---|---|---|---|---|
| Miami-Ft. Lauderdale FL | 1,462,825 | 10.0% | +0.0% | +0.0% |
| Austin TX | 831,742 | 21.0% | +5.0% | -4.6% |
| Jacksonville FL | 671,993 | 13.0% | +0.0% | +0.0% |
| Lincoln & Hastings-Kearney NE | 247,903 | 22.0% | +0.0% | +4.8% |
| Binghamton NY | 113,033 | 20.0% | +0.0% | +0.0% |
| Wheeling WV-Steubenville OH | 108,851 | 3.0% | +0.0% | +0.0% |
| Clarksburg-Weston WV | 84,830 | 2.0% | +0.0% | +0.0% |
| Charlottesville VA | 83,258 | 2.0% | +0.0% | +0.0% |
Turnaround Priority
Markets requiring immediate attention / improvement
58
Markets
| Market | Approx. Digital-First Households |
Current Brand Interest | QoQ Change | YoY Change |
|---|---|---|---|---|
| New York NY | 6,567,593 | 10.0% | +0.0% | -16.7% |
| Los Angeles CA | 4,962,377 | 15.0% | -6.3% | +0.0% |
| Chicago IL | 3,081,097 | 13.0% | +0.0% | -7.1% |
| Philadelphia PA | 2,642,616 | 10.0% | -9.1% | -16.7% |
| Atlanta GA | 2,277,873 | 13.0% | +0.0% | -7.1% |
| Washington DC (Hagerstown MD) | 2,224,748 | 13.0% | +0.0% | -7.1% |
| St. Louis MO | 1,066,886 | 13.0% | -13.3% | -23.5% |
| Pittsburgh PA | 998,699 | 10.0% | -9.1% | -33.3% |
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 strong performance with 13.4% average growth across 204 markets (14.5% avg brand interest), with positive growth in 121 of 204 markets
Top performing markets for Fritos demonstrate exceptional results in Grand Junction-Montrose CO (+156.2% growth, 82.0% brand interest, +50.0% change), Anchorage AK (+100.0% growth, 26.0% brand interest, +13.0% change), and Binghamton NY (+100.0% growth, 20.0% brand interest, +20.0% change)
Fritos has 79 markets with high growth (>15%), 41 markets with moderate growth (5-15%), 29 stable markets (0-5%), and 55 declining markets
Notable high-growth markets for Fritos include Albuquerque-Santa Fe NM (+19.4% growth, 37.0% brand interest), Amarillo TX (+47.8% growth, 34.0% brand interest), and Anchorage AK (+100.0% growth, 26.0% brand interest)
Fritos demonstrates strong market momentum with combined growth and brand interest gains in key markets: Albuquerque-Santa Fe NM (+19.4% growth, +6.0% gain, 37.0% current brand interest), Amarillo TX (+47.8% growth, +11.0% gain, 34.0% current brand interest), and Anchorage AK (+100.0% growth, +13.0% gain, 26.0% current brand interest)
Fritos successfully defends strong market 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)
In medium markets, Fritos shows strong growth with notable brand interest: Albuquerque-Santa Fe NM (+19.4% growth, 37.0% brand interest) and Buffalo NY (+20.0% growth, 12.0% brand interest)
Fritos maintains dominant market position with >35% brand interest in key markets: Albuquerque-Santa Fe NM (37.0% brand interest, +19.4% growth), Cheyenne WY-Scottsbluff NE (83.0% brand interest, +100.0% growth), and Grand Junction-Montrose CO (82.0% brand interest, +156.2% growth)
Fritos achieves significant brand interest gains in Albuquerque-Santa Fe NM (+6.0% brand interest growth, now at 37.0%), Amarillo TX (+11.0% brand interest growth, now at 34.0%), and Anchorage AK (+13.0% brand interest growth, now at 26.0%)
Fritos shows accelerating brand interest growth in Albuquerque-Santa Fe NM (+19.4% growth, 37.0% brand interest) and Amarillo TX (+47.8% growth, 34.0% brand interest)
Fritos demonstrates emerging brand interest strength in Augusta GA (+54.5% growth, 17.0% brand interest) and Bakersfield CA (+23.1% growth, 16.0% brand interest)
Fritos maintains stable brand interest performance in mature markets: Lincoln & Hastings-Kearney NE (+0.0% growth, 22.0% brand interest) and Wichita Falls TX & Lawton OK (+4.5% growth, 23.0% brand interest)
Fritos performance in major markets: Baltimore MD (-8.3% growth, 11.0% brand interest, 1.1M TVHH), Hartford & New Haven CT (-7.7% growth, 12.0% brand interest, 1.0M TVHH), and Los Angeles CA (-6.2% growth, 15.0% brand interest, 5.8M TVHH)
Fritos shows positive brand interest growth in markets representing 57.9% of total TVHH coverage
Fritos maintains strong brand interest positions (>30% share) in key markets: Abilene-Sweetwater TX (36.0% brand interest, -9.0% change), Corpus Christi TX (20.0% brand interest, -2.0% change), and Lubbock TX (24.0% brand interest, -3.0% change)
Fritos achieves significant brand interest gains in Albuquerque-Santa Fe NM (+6.0% brand interest), Amarillo TX (+11.0% brand interest), and Anchorage AK (+13.0% brand interest)
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.
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)