potato chips 1

Potato Chip Brands Deconstructed

September 11, 2015

There are 173 brands of potato chips.  What does this mean for you?

7 brands dominate

I looked at 173 brands ranging from the household names you know to boutique lines I had never heard of before. It really doesn’t matter.

These 7 brands own ~50% of the products on the market:

  1. Lay’s
  2. Pringles
  3. Ruffles
  4. Kettle
  5. Herr’s
  6. Wise
  7. Utz

Another way to see this domination is the long tail in the brands with 1-10 offerings:


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Lay’s Rules

Lay’s, which is owned by PepsiCo’s Frito Lay division, is clearly the market leader, owning 16% of the products I examined:


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Regional loyalty exists

This great post from Thrillist walks through the regional affinity for various potato chip brands.


What brands do you buy and why?

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