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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 |
|---|---|---|
|
Growth Opportunity
|
Mid-size markets with positive brand interest trends
|
22 DMAs
2 States
|
|
High Growth Priority
|
Large markets showing strong consistent growth
|
21 DMAs
1 State
|
|
Maintain & Optimize
|
Stable markets with consistent performance
|
36 DMAs
2 States
|
|
Turnaround Priority
|
Markets requiring immediate attention / improvement
|
132 DMAs
45 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 challenging performance with -14.0% average growth across 51 markets (13.3% avg brand interest), with positive growth in 2 of 51 markets
Fritos has 1 market with high growth (>15%), 1 market with moderate growth (5-15%), 7 stable markets (0-5%), and 42 declining markets
Notable high-growth markets for Fritos include Rhode Island (+37.5% growth, 11.0% brand interest)
Fritos maintains strong brand interest positions (>30% share) in key markets: New Mexico (29.0% brand interest, -4.0% change) and Oklahoma (21.0% brand interest, -3.0% change)
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.
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 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
22
Markets
| Market | Approx. Digital-First Households |
Current Brand Interest | QoQ Change | YoY Change |
|---|---|---|---|---|
| Los Angeles CA | 4,962,377 | 14.0% | +7.7% | -6.7% |
| Harrisburg-Lancaster-Lebanon-York PA | 656,472 | 11.0% | -15.4% | +22.2% |
| Norfolk-Portsmouth-Newport News VA | 656,362 | 13.0% | +8.3% | -7.1% |
| Birmingham AL | 651,287 | 13.0% | -7.1% | +8.3% |
| Greensboro-High Point-Winston Salem NC | 628,975 | 12.0% | -14.3% | +20.0% |
| Louisville KY | 612,910 | 13.0% | +8.3% | -13.3% |
| Fresno-Visalia CA | 539,002 | 16.0% | +0.0% | +14.3% |
| Omaha NE | 384,022 | 17.0% | -5.6% | +6.3% |
High Growth Priority
Large markets showing strong consistent growth
21
Markets
| Market | Approx. Digital-First Households |
Current Brand Interest | QoQ Change | YoY Change |
|---|---|---|---|---|
| Jacksonville FL | 671,993 | 14.0% | +27.3% | +16.7% |
| Providence RI-New Bedford MA | 564,315 | 12.0% | +20.0% | -7.7% |
| Wilkes Barre-Scranton PA | 501,832 | 11.0% | +10.0% | +10.0% |
| Albany-Schenectady-Troy NY | 491,946 | 12.0% | +33.3% | -7.7% |
| Syracuse NY | 330,353 | 11.0% | +83.3% | +120.0% |
| Colorado Springs-Pueblo CO | 327,871 | 21.0% | +23.5% | +10.5% |
| Florence-Myrtle Beach SC | 273,785 | 13.0% | +44.4% | -35.0% |
| Tallahassee FL-Thomasville GA | 254,601 | 13.0% | +8.3% | +8.3% |
Maintain & Optimize
Stable markets with consistent performance
36
Markets
| Market | Approx. Digital-First Households |
Current Brand Interest | QoQ Change | YoY Change |
|---|---|---|---|---|
| Miami-Ft. Lauderdale FL | 1,462,825 | 11.0% | +0.0% | +0.0% |
| Milwaukee WI | 765,170 | 15.0% | +0.0% | +0.0% |
| Burlington VT-Plattsburgh NY | 306,170 | 14.0% | +0.0% | +0.0% |
| Baton Rouge LA | 300,475 | 16.0% | +0.0% | +0.0% |
| Monroe LA-El Dorado AR | 147,849 | 19.0% | +0.0% | +0.0% |
| Erie PA | 129,557 | 14.0% | +0.0% | +0.0% |
| Bluefield-Beckley-Oak Hill WV | 102,646 | 18.0% | +0.0% | +0.0% |
| Dothan AL | 89,769 | 0.0% | +0.0% | +0.0% |
Turnaround Priority
Markets requiring immediate attention / improvement
132
Markets
| Market | Approx. Digital-First Households |
Current Brand Interest | QoQ Change | YoY Change |
|---|---|---|---|---|
| New York NY | 6,567,593 | 9.0% | -18.2% | -10.0% |
| Chicago IL | 3,081,097 | 12.0% | -7.7% | -7.7% |
| Philadelphia PA | 2,642,616 | 11.0% | -8.3% | -8.3% |
| Dallas-Ft. Worth TX | 2,585,309 | 19.0% | -13.6% | -13.6% |
| Atlanta GA | 2,277,873 | 12.0% | -7.7% | -14.3% |
| Houston TX | 2,266,381 | 18.0% | -10.0% | -5.3% |
| Washington DC (Hagerstown MD) | 2,224,748 | 11.0% | -21.4% | -15.4% |
| Boston MA-Manchester NH | 2,206,762 | 10.0% | -16.7% | -16.7% |
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 -9.3% average growth across 210 markets (12.3% avg brand interest), with positive growth in 38 of 210 markets
Top performing markets for Fritos demonstrate exceptional results in Butte-Bozeman MT (+100.0% growth, 31.0% brand interest, +31.0% change), Elmira NY (+100.0% growth, 21.0% brand interest, +21.0% change), and Missoula MT (+100.0% growth, 23.0% brand interest, +23.0% change)
Fritos has 25 markets with high growth (>15%), 13 markets with moderate growth (5-15%), 44 stable markets (0-5%), and 128 declining markets
Notable high-growth markets for Fritos include Albany-Schenectady-Troy NY (+33.3% growth, 12.0% brand interest), Beaumont-Port Arthur TX (+26.3% growth, 24.0% brand interest), and Biloxi-Gulfport MS (+16.7% growth, 14.0% brand interest)
Fritos demonstrates strong market momentum with combined growth and brand interest gains in key markets: Beaumont-Port Arthur TX (+26.3% growth, +5.0% gain, 24.0% current brand interest), Butte-Bozeman MT (+100.0% growth, +31.0% gain, 31.0% current brand interest), and Colorado Springs-Pueblo CO (+23.5% growth, +4.0% gain, 21.0% current brand interest)
Fritos successfully defends strong market 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)
Fritos achieves significant brand interest gains in Beaumont-Port Arthur TX (+5.0% brand interest growth, now at 24.0%) and Bluefield-Beckley-Oak Hill WV (+18.0% brand interest growth, now at 18.0%)
Fritos shows accelerating brand interest growth in Albany-Schenectady-Troy NY (+33.3% growth, 12.0% brand interest) and Beaumont-Port Arthur TX (+26.3% growth, 24.0% brand interest)
Fritos demonstrates emerging brand interest strength in Albany-Schenectady-Troy NY (+33.3% growth, 12.0% brand interest) and Biloxi-Gulfport MS (+16.7% growth, 14.0% brand interest)
Fritos maintains stable brand interest performance in mature markets: Corpus Christi TX (-4.8% growth, 20.0% brand interest) and Harlingen-Weslaco-Brownsville-McAllen TX (-4.5% growth, 21.0% brand interest)
Fritos performance in major markets: Atlanta GA (-7.7% growth, 12.0% brand interest, 2.7M TVHH), Baltimore MD (-30.8% growth, 9.0% brand interest, 1.1M TVHH), and Boston MA-Manchester NH (-16.7% growth, 10.0% brand interest, 2.6M TVHH)
Fritos shows positive brand interest growth in markets representing 12.9% of total TVHH coverage
Fritos maintains strong brand interest positions (>30% share) in key markets: Albuquerque-Santa Fe NM (29.0% brand interest, -5.0% change), Amarillo TX (25.0% brand interest, -9.0% change), and Austin TX (22.0% brand interest, -2.0% change)
Fritos achieves significant brand interest gains in Albany-Schenectady-Troy NY (+3.0% brand interest), Beaumont-Port Arthur TX (+5.0% brand interest), and Biloxi-Gulfport MS (+2.0% brand interest)
Fritos maintains dominant market position with >35% brand interest in key markets: Albuquerque-Santa Fe NM (29.0% brand interest, -14.7% change) and Amarillo TX (25.0% brand interest, -26.5% change)
Fritos shows challenging performance with -7.5% average growth across 210 markets (12.3% avg brand interest), with positive growth in 36 of 210 markets
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 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)