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What is BrandStack.ai?
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 Doritos, 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
|
3 DMAs
|
|
Monitor & Maintain
|
All other markets
|
191 DMAs
50 States
|
|
Turnaround Priority
|
Markets requiring immediate attention and improvement
|
2 DMAs
|
Brand Insights
Brand Insights reveal Doritos’s brand interest across U.S. regions, highlighting growth opportunities, market trends, and strategic focus areas.
Doritos shows challenging performance with -13.9% average growth across 51 markets (13.3% avg brand interest), with positive growth in 2 of 51 markets
Doritos has 1 market with high growth (>15%), 1 market with moderate growth (5-15%), 6 stable markets (0-5%), and 43 declining markets
Notable high-growth markets for Doritos include Rhode Island (+33.3% growth, 12.0% brand interest)
Doritos shows challenging performance with -72.4% average growth across 51 markets (13.3% avg brand interest), with positive growth in 0 of 51 markets
Competitive Insights
Competitive Insights analyze vast market data to pinpoint high-competition regions in the Chips industry.
For Doritos, our benchmarks and BrandStack's AI powered algorithms reveal key insights to refine marketing strategies and boost brand interest across channels.
For Doritos, our benchmarks and BrandStack's AI powered algorithms reveal key insights to refine marketing strategies and boost brand interest across channels.
Lay's shows market leadership with 21.4% average brand interest growth and notable strength in Alabama (+15.4%, 30.0% brand interest), Alaska (+17.4%, 27.0% brand interest), and Arizona (+18.5%, 32.0% brand interest)
In high-growth markets, Lay's maintains an average brand interest of 30.3% with consistent performance across 37 markets
Lay's shows strong momentum with 21.4% average brand interest growth across key markets: Delaware (+72.2% growth, +13.0% brand interest), District of Columbia (+52.0% growth, +13.0% brand interest), and Nebraska (+36.8% growth, +7.0% brand interest)
Lay's captured additional brand interest in 45 markets, averaging +5.7% brand interest growth in key growth markets
Investment Recommendations
Strategic recommendations for Doritos 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
3
Markets
| Market | Approx. Digital-First Households |
Current Brand Interest | QoQ Change | YoY Change |
|---|---|---|---|---|
| Oklahoma City OK | 631,839 | 21.0% | -48.8% | -58.0% |
| Albuquerque-Santa Fe NM | 612,638 | 30.0% | -14.3% | -11.8% |
| Tulsa OK | 462,154 | 21.0% | -52.3% | -59.6% |
Monitor & Maintain
All other markets
191
Markets
| Market | Approx. Digital-First Households |
Current Brand Interest | QoQ Change | YoY Change |
|---|---|---|---|---|
| New York NY | 6,567,593 | 9.0% | -81.6% | -82.4% |
| Los Angeles CA | 4,962,377 | 14.0% | -70.2% | -70.8% |
| Chicago IL | 3,081,097 | 11.0% | -76.1% | -77.6% |
| Philadelphia PA | 2,642,616 | 10.0% | -79.2% | -80.4% |
| Atlanta GA | 2,277,873 | 13.0% | -71.7% | -72.3% |
| Washington DC (Hagerstown MD) | 2,224,748 | 11.0% | -76.6% | -78.0% |
| Boston MA-Manchester NH | 2,206,762 | 10.0% | -76.2% | -77.8% |
| San Francisco-Oakland-San Jose CA | 2,204,229 | 13.0% | -68.3% | -71.1% |
Turnaround Priority
Markets requiring immediate attention and improvement
2
Markets
| Market | Approx. Digital-First Households |
Current Brand Interest | QoQ Change | YoY Change |
|---|---|---|---|---|
| Denver CO | 1,523,659 | 16.0% | -64.4% | -65.2% |
| St. Louis MO | 1,066,886 | 15.0% | -66.7% | -69.4% |
Brand Insights
Brand Insights for Doritos 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.
Doritos shows challenging performance with -72.8% average growth across 185 markets (11.2% avg brand interest), with positive growth in 1 of 185 markets
Doritos has 1 market with high growth (>15%), 0 markets with moderate growth (5-15%), 1 stable market (0-5%), and 183 declining markets
Notable high-growth markets for Doritos include Montgomery (Selma) AL (+77.8% growth, 16.0% brand interest)
Doritos maintains strong brand interest positions in key markets: Albuquerque-Santa Fe NM (30.0% brand interest, -5.0% change) and Grand Junction-Montrose CO (37.0% brand interest, -32.0% change)
Doritos maintains dominant market position with >35% brand interest in key markets: Grand Junction-Montrose CO (37.0% brand interest, -46.4% change)
Doritos achieves significant brand interest gains in Montgomery (Selma) AL (+7.0% brand interest growth, now at 16.0%)
Doritos faces growth challenges in historically strong markets: Albuquerque-Santa Fe NM (-14.3% decline, 30.0% brand interest) and Grand Junction-Montrose CO (-46.4% decline, 37.0% brand interest)
Doritos performance in major markets: Atlanta GA (-71.7% decline, 13.0% brand interest, 2.7M TVHH), Baltimore MD (-78.3% decline, 10.0% brand interest, 1.1M TVHH), and Boston MA-Manchester NH (-76.2% decline, 10.0% brand interest, 2.6M TVHH)
Doritos shows positive brand interest growth in a market representing 0.2% of total TVHH coverage
Doritos shows challenging performance with -77.8% average growth across 189 markets (11.0% avg brand interest), with positive growth in 0 of 189 markets
Doritos has 0 markets with high growth (>15%), 0 markets with moderate growth (5-15%), 0 stable markets (0-5%), and 189 declining markets
Doritos maintains strong brand interest positions in key markets: Albuquerque-Santa Fe NM (30.0% brand interest, -4.0% change) and Grand Junction-Montrose CO (37.0% brand interest, -12.0% change)
Doritos maintains dominant market position with >35% brand interest in key markets: Grand Junction-Montrose CO (37.0% brand interest, -24.5% change)
Doritos faces growth challenges in historically strong markets: Albuquerque-Santa Fe NM (-11.8% decline, 30.0% brand interest) and Grand Junction-Montrose CO (-24.5% decline, 37.0% brand interest)
Doritos performance in major markets: Atlanta GA (-72.3% decline, 13.0% brand interest, 2.7M TVHH), Baltimore MD (-79.6% decline, 10.0% brand interest, 1.1M TVHH), and Boston MA-Manchester NH (-77.8% decline, 10.0% brand interest, 2.6M TVHH)
Doritos shows positive brand interest growth in markets representing 0.0% of total TVHH coverage
Competitive Insights
Competitive Insights showcase how Doritos 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 Doritos can focus its competitive strategy.
Each insight highlights specific market opportunities and challenges where Doritos can focus its competitive strategy.
Pringles demonstrates category dominance with 202.8% average brand interest growth, showing exceptional performance in Albany-Schenectady-Troy NY (+152.9%, 43.0% brand interest), Albuquerque-Santa Fe NM (+230.0%, 33.0% brand interest), and Amarillo TX (+350.0%, 45.0% brand interest)
In high-growth markets, Pringles maintains an average brand interest of 45.8% with consistent performance across 152 markets
Pringles shows strong momentum with 202.8% average brand interest growth across key markets: Terre Haute IN (+508.3% growth, +61.0% brand interest), Jackson MS (+500.0% growth, +40.0% brand interest), and Bakersfield CA (+475.0% growth, +38.0% brand interest)
Pringles captured additional brand interest in 152 markets, averaging +30.4% brand interest growth in key growth markets
Lay's shows strong momentum with 20.3% average brand interest growth across key markets: Parkersburg WV (+213.3% growth, +64.0% brand interest), Sioux City IA (+127.3% growth, +14.0% brand interest), and Eugene OR (+72.2% growth, +13.0% brand interest)
Lay's captured additional brand interest in 145 markets, averaging +6.5% brand interest growth in key growth markets
Pringles maintains market dominance with an average 45.8% brand interest across key markets: Albany-Schenectady-Troy NY (43.0% brand interest, +152.9% growth), Albuquerque-Santa Fe NM (33.0% brand interest, +230.0% growth), and Amarillo TX (45.0% brand interest, +350.0% growth)
Lay's maintains market dominance with an average 34.6% brand interest across key markets: Albany GA (33.0% brand interest, +17.9% growth), Anchorage AK (33.0% brand interest, +32.0% growth), and Atlanta GA (35.0% brand interest, +20.7% growth)
Pringles dominates in 157 of 159 key battleground markets against Doritos, notably in Albany-Schenectady-Troy NY (12.0% vs 43.0% brand interest), Albuquerque-Santa Fe NM (30.0% vs 33.0% brand interest), and Amarillo TX (25.0% vs 45.0% brand interest)
Lay's dominates in 171 of 173 key battleground markets against Doritos, notably in Albany GA (10.0% vs 33.0% brand interest), Albany-Schenectady-Troy NY (12.0% vs 30.0% brand interest), and Albuquerque-Santa Fe NM (30.0% vs 26.0% brand interest)
Fritos dominates in 148 of 157 key battleground markets against Doritos, notably in Albany GA (10.0% vs 15.0% brand interest), Albany-Schenectady-Troy NY (12.0% vs 15.0% brand interest), and Albuquerque-Santa Fe NM (30.0% vs 11.0% brand interest)
Pringles dominates in 152 of 161 key battleground markets against Lay's, notably in Anchorage AK (37.0% vs 33.0% brand interest), Birmingham AL (43.0% vs 31.0% brand interest), and Columbus GA (44.0% vs 35.0% brand interest)
Pringles dominates in 145 of 152 key battleground markets against Fritos, notably in Anchorage AK (37.0% vs 20.0% brand interest), Birmingham AL (43.0% vs 14.0% brand interest), and Columbus GA (44.0% vs 8.0% brand interest)
Lay's dominates in 118 of 158 key battleground markets against Fritos, notably in Amarillo TX (16.0% vs 14.0% brand interest), Augusta GA (29.0% vs 18.0% brand interest), and Columbia-Jefferson City MO (21.0% vs 14.0% brand interest)
Pringles successfully defends market leadership positions while maintaining brand interest growth in Albany-Schenectady-Troy NY (maintained 43.0% brand interest, +152.9% growth), Albuquerque-Santa Fe NM (maintained 33.0% brand interest, +230.0% growth), and Amarillo TX (maintained 45.0% brand interest, +350.0% growth)
Lay's successfully defends market leadership positions while maintaining brand interest growth in Albany GA (maintained 33.0% brand interest, +17.9% growth), Albany-Schenectady-Troy NY (maintained 30.0% brand interest, +20.0% growth), and Albuquerque-Santa Fe NM (maintained 26.0% brand interest, +30.0% growth)