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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 Lay's, 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
|
42 DMAs
14 States
|
|
High Growth Priority
|
Large markets showing strong consistent growth
|
47 DMAs
5 States
|
|
Maintain & Optimize
|
Stable markets with consistent performance
|
29 DMAs
7 States
|
|
Turnaround Priority
|
Markets requiring immediate attention / improvement
|
90 DMAs
24 States
|
Brand Insights
Brand Insights reveal Lay's’s brand interest across U.S. regions, highlighting growth opportunities, market trends, and strategic focus areas.
Lay's shows challenging performance with -2.2% average growth across 51 markets (22.4% avg brand interest), with positive growth in 12 of 51 markets
Top performing markets for Lay's demonstrate exceptional results in Montana (+22.2% growth, 22.0% brand interest, +4.0% change), Maine (+13.0% growth, 26.0% brand interest, +3.0% change), and South Dakota (+10.0% growth, 22.0% brand interest, +2.0% change)
Lay's has 1 market with high growth (>15%), 4 markets with moderate growth (5-15%), 22 stable markets (0-5%), and 24 declining markets
Notable high-growth markets for Lay's include Montana (+22.2% growth, 22.0% brand interest)
Competitive Insights
Competitive Insights analyze vast market data to pinpoint high-competition regions in the Chips industry.
For Lay's, our benchmarks and BrandStack's AI powered algorithms reveal key insights to refine marketing strategies and boost brand interest across channels.
For Lay's, 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 Lay's 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
42
Markets
| Market | Approx. Digital-First Households |
Current Brand Interest | QoQ Change | YoY Change |
|---|---|---|---|---|
| New York NY | 6,567,593 | 25.0% | +0.0% | +8.7% |
| Los Angeles CA | 4,962,377 | 27.0% | +0.0% | +12.5% |
| Philadelphia PA | 2,642,616 | 23.0% | +4.6% | +9.5% |
| Houston TX | 2,266,381 | 24.0% | +4.4% | +4.4% |
| Denver CO | 1,523,659 | 24.0% | -7.7% | +9.1% |
| Orlando-Daytona Beach-Melbourne FL | 1,508,869 | 26.0% | +4.0% | +0.0% |
| Sacramento-Stockton-Modesto CA | 1,276,768 | 27.0% | +3.9% | +0.0% |
| St. Louis MO | 1,066,886 | 22.0% | -4.4% | +10.0% |
High Growth Priority
Large markets showing strong consistent growth
47
Markets
| Market | Approx. Digital-First Households |
Current Brand Interest | QoQ Change | YoY Change |
|---|---|---|---|---|
| Boston MA-Manchester NH | 2,206,762 | 26.0% | +8.3% | +8.3% |
| Phoenix AZ | 1,818,040 | 28.0% | +12.0% | +21.7% |
| Pittsburgh PA | 998,699 | 24.0% | +14.3% | +14.3% |
| Cincinnati OH | 810,849 | 23.0% | +9.5% | +4.6% |
| Jacksonville FL | 671,993 | 26.0% | +8.3% | +13.0% |
| Grand Rapids-Kalamazoo-Battle Creek MI | 663,876 | 20.0% | +17.7% | +5.3% |
| Memphis TN | 547,706 | 23.0% | +9.5% | +21.1% |
| Little Rock-Pine Bluff AR | 490,561 | 22.0% | +22.2% | +29.4% |
Maintain & Optimize
Stable markets with consistent performance
29
Markets
| Market | Approx. Digital-First Households |
Current Brand Interest | QoQ Change | YoY Change |
|---|---|---|---|---|
| San Francisco-Oakland-San Jose CA | 2,204,229 | 28.0% | +0.0% | +0.0% |
| Minneapolis-St. Paul MN | 1,563,558 | 20.0% | +0.0% | +0.0% |
| Cleveland-Akron (Canton) OH | 1,319,557 | 22.0% | +0.0% | +4.8% |
| Raleigh-Durham (Fayetteville) NC | 1,096,084 | 24.0% | +0.0% | +0.0% |
| San Diego CA | 940,959 | 26.0% | +0.0% | +0.0% |
| Oklahoma City OK | 631,839 | 19.0% | +0.0% | +0.0% |
| Green Bay-Appleton WI | 400,512 | 20.0% | +5.3% | -4.8% |
| Colorado Springs-Pueblo CO | 327,871 | 22.0% | +0.0% | +4.8% |
Turnaround Priority
Markets requiring immediate attention / improvement
90
Markets
| Market | Approx. Digital-First Households |
Current Brand Interest | QoQ Change | YoY Change |
|---|---|---|---|---|
| Chicago IL | 3,081,097 | 24.0% | -4.0% | -4.0% |
| Dallas-Ft. Worth TX | 2,585,309 | 23.0% | -8.0% | -4.2% |
| Atlanta GA | 2,277,873 | 25.0% | -3.9% | -7.4% |
| Washington DC (Hagerstown MD) | 2,224,748 | 22.0% | -4.4% | +4.8% |
| Seattle-Tacoma WA | 1,798,974 | 24.0% | -7.7% | +0.0% |
| Tampa-St. Petersburg (Sarasota) FL | 1,758,412 | 23.0% | -11.5% | -14.8% |
| Detroit MI | 1,646,663 | 22.0% | -4.4% | +0.0% |
| Miami-Ft. Lauderdale FL | 1,462,825 | 25.0% | -3.9% | +0.0% |
Brand Insights
Brand Insights for Lay's 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.
Lay's shows strong performance with 10.0% average growth across 207 markets (19.4% avg brand interest), with positive growth in 76 of 207 markets
Top performing markets for Lay's demonstrate exceptional results in Lake Charles LA (+800.0% growth, 27.0% brand interest, +24.0% change), Twin Falls ID (+720.0% growth, 41.0% brand interest, +36.0% change), and Bend OR (+100.0% growth, 39.0% brand interest, +39.0% change)
Lay's has 43 markets with high growth (>15%), 25 markets with moderate growth (5-15%), 44 stable markets (0-5%), and 95 declining markets
Notable high-growth markets for Lay's include Abilene-Sweetwater TX (+200.0% growth, 3.0% brand interest), Alexandria LA (+100.0% growth, 3.0% brand interest), and Amarillo TX (+66.7% growth, 25.0% brand interest)
Lay's demonstrates strong market momentum with combined growth and brand interest gains in key markets: Amarillo TX (+66.7% growth, +10.0% gain, 25.0% current brand interest), Anchorage AK (+42.1% growth, +8.0% gain, 27.0% current brand interest), and Beaumont-Port Arthur TX (+22.7% growth, +5.0% gain, 27.0% current brand interest)
Lay's successfully defends strong market 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)
In small markets, Lay's shows strong growth with notable brand interest: Abilene-Sweetwater TX (+200.0% growth, 3.0% brand interest) and Alexandria LA (+100.0% growth, 3.0% brand interest)
Lay's maintains dominant market position with >35% brand interest in key markets: Bend OR (39.0% brand interest, +100.0% growth) and Twin Falls ID (41.0% brand interest, +720.0% growth)
Lay's achieves significant brand interest gains in Amarillo TX (+10.0% brand interest growth, now at 25.0%), Anchorage AK (+8.0% brand interest growth, now at 27.0%), and Beaumont-Port Arthur TX (+5.0% brand interest growth, now at 27.0%)
Lay's shows accelerating brand interest growth in Abilene-Sweetwater TX (+200.0% growth, 3.0% brand interest) and Alexandria LA (+100.0% growth, 3.0% brand interest)
Lay's demonstrates emerging brand interest strength in Abilene-Sweetwater TX (+200.0% growth, 3.0% brand interest) and Alexandria LA (+100.0% growth, 3.0% brand interest)
Lay's maintains stable brand interest performance in mature markets: Atlanta GA (-3.9% growth, 25.0% brand interest) and Charlotte NC (-3.9% growth, 25.0% brand interest)
Lay's faces growth challenges in historically strong markets: Chico-Redding CA (-16.1% growth, 26.0% brand interest) and Fresno-Visalia CA (-6.9% growth, 27.0% brand interest)
Lay's performance in major markets: Atlanta GA (-3.9% growth, 25.0% brand interest, 2.7M TVHH), Baltimore MD (-14.3% growth, 18.0% brand interest, 1.1M TVHH), and Charlotte NC (-3.9% growth, 25.0% brand interest, 1.3M TVHH)
Lay's shows positive brand interest growth in markets representing 28.3% of total TVHH coverage
Lay's maintains strong brand interest positions (>30% share) in key markets: Albany-Schenectady-Troy NY (23.0% brand interest, -2.0% change), Atlanta GA (25.0% brand interest, -1.0% change), and Augusta GA (22.0% brand interest, -3.0% change)
Competitive Insights
Competitive Insights showcase how Lay's 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 Lay's can focus its competitive strategy.
Each insight highlights specific market opportunities and challenges where Lay's 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)