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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
|
27 DMAs
8 States
|
|
High Growth Priority
|
Large markets showing strong consistent growth
|
49 DMAs
6 States
|
|
Maintain & Optimize
|
Stable markets with consistent performance
|
16 DMAs
|
|
Turnaround Priority
|
Markets requiring immediate attention / improvement
|
115 DMAs
36 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 stable performance with 0.9% average growth across 51 markets (22.5% avg brand interest), with positive growth in 16 of 51 markets
Top performing markets for Lay's demonstrate exceptional results in Wyoming (+58.8% growth, 27.0% brand interest, +10.0% change), District of Columbia (+28.6% growth, 27.0% brand interest, +6.0% change), and Vermont (+26.3% growth, 24.0% brand interest, +5.0% change)
Lay's has 5 markets with high growth (>15%), 6 markets with moderate growth (5-15%), 20 stable markets (0-5%), and 20 declining markets
Notable high-growth markets for Lay's include District of Columbia (+28.6% growth, 27.0% brand interest), Nebraska (+22.2% growth, 22.0% brand interest), and New Mexico (+21.1% growth, 23.0% 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 4.2% average brand interest growth, showing exceptional performance in Alabama (+21.4%, 17.0% brand interest), Kansas (+29.4%, 22.0% brand interest), and Louisiana (+28.6%, 18.0% brand interest)
In high-growth state markets, Fritos maintains an average brand interest of 17.8% with consistent performance across 9 markets
In direct competition, Fritos outperforms Lay's with 7.3 percentage point brand interest advantage across 51 shared markets: Alaska (gap: 1.0% brand interest, 3.8% growth), Connecticut (gap: 15.0% brand interest, 15.7% growth), and District of Columbia (gap: 13.0% brand interest, 35.2% growth)
In select markets, Doritos outperforms Pringles despite weaker overall growth (+0.6% vs -3.8% overall): Alaska (Doritos leads: 53.0% share, +15.2% growth vs Pringles: 12.0%, -14.3%) and California (Doritos leads: 46.0% share, +2.2% growth vs Pringles: 12.0%, -7.7%)
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
27
Markets
| Market | Approx. Digital-First Households |
Current Brand Interest | QoQ Change | YoY Change |
|---|---|---|---|---|
| Tampa-St. Petersburg (Sarasota) FL | 1,758,412 | 25.0% | +8.7% | -13.8% |
| Denver CO | 1,523,659 | 25.0% | +4.2% | +0.0% |
| Miami-Ft. Lauderdale FL | 1,462,825 | 27.0% | +8.0% | -6.9% |
| Raleigh-Durham (Fayetteville) NC | 1,096,084 | 26.0% | +8.3% | +0.0% |
| St. Louis MO | 1,066,886 | 23.0% | +4.6% | +0.0% |
| Austin TX | 831,742 | 22.0% | +10.0% | -4.4% |
| Providence RI-New Bedford MA | 564,315 | 25.0% | +8.7% | -13.8% |
| Lexington KY | 434,265 | 24.0% | +4.4% | +0.0% |
High Growth Priority
Large markets showing strong consistent growth
49
Markets
| Market | Approx. Digital-First Households |
Current Brand Interest | QoQ Change | YoY Change |
|---|---|---|---|---|
| Seattle-Tacoma WA | 1,798,974 | 26.0% | +8.3% | +4.0% |
| Indianapolis IN | 1,026,188 | 24.0% | +14.3% | +4.4% |
| Baltimore MD | 977,058 | 20.0% | +11.1% | -23.1% |
| Salt Lake City UT | 975,902 | 25.0% | +13.6% | +0.0% |
| Greenville-Spartanburg SC-Asheville NC-Anderson SC | 805,248 | 26.0% | +13.0% | -7.1% |
| Birmingham AL | 651,287 | 25.0% | +31.6% | -7.4% |
| Oklahoma City OK | 631,839 | 21.0% | +10.5% | -8.7% |
| Albuquerque-Santa Fe NM | 612,638 | 22.0% | +10.0% | +10.0% |
Maintain & Optimize
Stable markets with consistent performance
16
Markets
| Market | Approx. Digital-First Households |
Current Brand Interest | QoQ Change | YoY Change |
|---|---|---|---|---|
| Detroit MI | 1,646,663 | 23.0% | +4.6% | -4.2% |
| Minneapolis-St. Paul MN | 1,563,558 | 21.0% | +5.0% | -4.6% |
| Hartford & New Haven CT | 862,036 | 26.0% | +0.0% | +0.0% |
| Spokane WA | 409,624 | 21.0% | +0.0% | +0.0% |
| Charleston SC | 339,966 | 27.0% | +3.9% | -3.6% |
| Parkersburg WV | 53,788 | 0.0% | +0.0% | +0.0% |
| Casper-Riverton WY | 47,932 | 0.0% | +0.0% | +0.0% |
| St. Joseph MO | 38,607 | 0.0% | +0.0% | +0.0% |
Turnaround Priority
Markets requiring immediate attention / improvement
115
Markets
| Market | Approx. Digital-First Households |
Current Brand Interest | QoQ Change | YoY Change |
|---|---|---|---|---|
| New York NY | 6,567,593 | 23.0% | -8.0% | -8.0% |
| Los Angeles CA | 4,962,377 | 26.0% | -3.7% | +0.0% |
| Chicago IL | 3,081,097 | 25.0% | +4.2% | -10.7% |
| Philadelphia PA | 2,642,616 | 23.0% | +0.0% | -8.0% |
| Dallas-Ft. Worth TX | 2,585,309 | 23.0% | +0.0% | -11.5% |
| Atlanta GA | 2,277,873 | 26.0% | +4.0% | -7.1% |
| Houston TX | 2,266,381 | 23.0% | -4.2% | -8.0% |
| Washington DC (Hagerstown MD) | 2,224,748 | 22.0% | +0.0% | -4.4% |
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 7.7% average growth across 206 markets (19.2% avg brand interest), with positive growth in 84 of 206 markets
Top performing markets for Lay's demonstrate exceptional results in Hattiesburg-Laurel MS (+575.0% growth, 27.0% brand interest, +23.0% change), Elmira NY (+525.0% growth, 25.0% brand interest, +21.0% change), and Grand Junction-Montrose CO (+483.3% growth, 35.0% brand interest, +29.0% change)
Lay's has 39 markets with high growth (>15%), 30 markets with moderate growth (5-15%), 43 stable markets (0-5%), and 94 declining markets
Notable high-growth markets for Lay's include Abilene-Sweetwater TX (+366.7% growth, 14.0% brand interest), Bakersfield CA (+28.6% growth, 27.0% brand interest), and Baton Rouge LA (+22.7% growth, 27.0% brand interest)
Lay's demonstrates strong market momentum with combined growth and brand interest gains in key markets: Bakersfield CA (+28.6% growth, +6.0% gain, 27.0% current brand interest), Baton Rouge LA (+22.7% growth, +5.0% gain, 27.0% current brand interest), and Birmingham AL (+31.6% growth, +6.0% gain, 25.0% current brand interest)
Lay's successfully defends strong market positions while maintaining brand interest growth in Bakersfield CA (maintained 27.0% brand interest, +28.6% growth), Baton Rouge LA (maintained 27.0% brand interest, +22.7% growth), and Birmingham AL (maintained 25.0% brand interest, +31.6% growth)
In large markets, Lay's shows modest growth with notable brand interest: Atlanta GA (+4.0% growth, 26.0% brand interest) and Charlotte NC (+4.0% growth, 26.0% brand interest)
In medium markets, Lay's shows modest growth with notable brand interest: Birmingham AL (+31.6% growth, 25.0% brand interest) and Las Vegas NV (+4.0% growth, 26.0% brand interest)
In small markets, Lay's shows strong growth with notable brand interest: Abilene-Sweetwater TX (+366.7% growth, 14.0% brand interest) and Bakersfield CA (+28.6% growth, 27.0% brand interest)
Lay's maintains dominant market position with >35% brand interest in key markets: Charlottesville VA (41.0% brand interest, +32.3% growth) and Marquette MI (40.0% brand interest, +100.0% growth)
Lay's achieves significant brand interest gains in Bakersfield CA (+6.0% brand interest growth, now at 27.0%), Baton Rouge LA (+5.0% brand interest growth, now at 27.0%), and Birmingham AL (+6.0% brand interest growth, now at 25.0%)
Lay's shows accelerating brand interest growth in Abilene-Sweetwater TX (+366.7% growth, 14.0% brand interest) and Bakersfield CA (+28.6% growth, 27.0% brand interest)
Lay's demonstrates emerging brand interest strength in Abilene-Sweetwater TX (+366.7% growth, 14.0% brand interest) and Butte-Bozeman MT (+133.3% growth, 7.0% brand interest)
Lay's maintains stable brand interest performance in mature markets: Buffalo NY (-4.0% growth, 24.0% brand interest) and Cincinnati OH (-4.3% growth, 22.0% brand interest)
Lay's faces growth challenges in historically strong markets: Fresno-Visalia CA (-3.7% growth, 26.0% brand interest) and Honolulu HI (-3.5% growth, 28.0% brand interest)
Lay's performance in major markets: Boston MA-Manchester NH (-7.7% growth, 24.0% brand interest, 2.6M TVHH), Columbus OH (-13.0% growth, 20.0% brand interest, 1.0M TVHH), and Houston TX (-4.2% growth, 23.0% brand interest, 2.7M TVHH)
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 16.7% average brand interest growth, showing exceptional performance in Albany GA (+650.0%, 15.0% brand interest), Albany-Schenectady-Troy NY (+18.2%, 13.0% brand interest), and Bangor ME (+550.0%, 13.0% brand interest)
In high-growth dma markets, Fritos maintains an average brand interest of 19.3% with consistent performance across 50 markets
Lay's shows strong momentum with 7.7% average brand interest growth across key dma markets: Hattiesburg-Laurel MS (+575.0% growth, +23.0% brand interest), Elmira NY (+525.0% growth, +21.0% brand interest), and Grand Junction-Montrose CO (+483.3% growth, +29.0% 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 16.7% average brand interest growth across key dma markets: Wheeling WV-Steubenville OH (+733.3% growth, +22.0% brand interest), La Crosse-Eau Claire WI (+700.0% growth, +14.0% brand interest), and Montgomery (Selma) AL (+700.0% growth, +14.0% brand interest)
Fritos captured additional brand interest in 82 dma markets, averaging +5.3% brand interest growth in key growth dma
In direct competition, Fritos outperforms Lay's with 9.8 percentage point brand interest advantage across 204 shared markets: Albuquerque-Santa Fe NM (gap: 13.0% brand interest, 15.4% growth), Alexandria LA (gap: 3.0% brand interest, 100.0% growth), and Amarillo TX (gap: 8.0% brand interest, 2.4% growth)
In select markets, Doritos outperforms Lay's despite weaker overall growth (+4.9% vs +7.7% overall): Albany GA (Doritos leads: 63.0% share, +23.5% growth vs Lay's: 22.0%, -15.4%) and Albany-Schenectady-Troy NY (Doritos leads: 52.0% share, +6.1% growth vs Lay's: 21.0%, -8.7%)
In select markets, Pringles outperforms Lay's despite weaker overall growth (+4.7% vs +7.7% overall): Augusta GA (Pringles: +36.4% growth vs Lay's: -22.7% growth), Biloxi-Gulfport MS (Pringles leads: 18.0% share, +28.6% growth vs Lay's: 15.0%, -28.6%), and Champaign & Springfield-Decatur IL (Pringles: +23.1% growth vs Lay's: -13.6% growth)
In select markets, Doritos outperforms Fritos despite weaker overall growth (+4.9% vs +16.7% overall): Alexandria LA (Doritos leads: 97.0% share, +9.0% growth vs Fritos: 0.0%, -100.0%) and Anchorage AK (Doritos leads: 65.0% share, +41.3% growth vs Fritos: 18.0%, -30.8%)
In select markets, Pringles outperforms Fritos despite weaker overall growth (+4.7% vs +16.7% overall): Augusta GA (Pringles leads: 15.0% share, +36.4% growth vs Fritos: 14.0%, -17.6%) and Champaign & Springfield-Decatur IL (Pringles leads: 16.0% share, +23.1% growth vs Fritos: 14.0%, -12.5%)
In select markets, Lay's outperforms Fritos despite weaker overall growth (+7.7% vs +16.7% overall): Albuquerque-Santa Fe NM (Lay's: +10.0% growth vs Fritos: -5.4% growth)
Doritos successfully defends market leadership positions while maintaining brand interest growth in Albany GA (maintained 63.0% brand interest, +23.5% growth), Anchorage AK (maintained 65.0% brand interest, +41.3% growth), and Beaumont-Port Arthur TX (maintained 52.0% brand interest, +15.6% growth)
Pringles successfully defends market leadership positions while maintaining brand interest growth in Bangor ME (maintained 28.0% brand interest, +21.7% growth), Harrisonburg VA (maintained 28.0% brand interest, +833.3% growth), and La Crosse-Eau Claire WI (maintained 21.0% brand interest, +23.5% growth)
Lay's successfully defends market leadership positions while maintaining brand interest growth in Bakersfield CA (maintained 27.0% brand interest, +28.6% growth), Baton Rouge LA (maintained 27.0% brand interest, +22.7% growth), and Birmingham AL (maintained 25.0% brand interest, +31.6% growth)
Fritos successfully defends market leadership positions while maintaining brand interest growth in Bend OR (maintained 52.0% brand interest, +100.0% growth), Dallas-Ft. Worth TX (maintained 23.0% brand interest, +15.0% growth), and Dothan AL (maintained 39.0% brand interest, +69.6% growth)