Doritos Consumer Insights

Who buys Doritos?

A Doritos consumer is generally lower income, African American, and lower middle age. Doritos consumers are more likely to purchase Doritos during larger pantry stocking trips. Brands such as Ruffles, Cheetos, and Fritos also tend to be purchased in the same trip. Sample consumer insights data below.

Doritos Basket Penetration

We analyzed our users' shopping receipts to generate this sample basket penetration data.

Data shown is from 2014-2015. Contact us for real-time data.

Brand $ per Basket
$2.99
% of Basket $ (median)
6.2%
Total Basket $ (median)
$48.31

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Contact our sales team for real-time data and deeper insights, including:

  • Omnichannel data (online & offline)
  • Real-time consumer and shopper insights
  • Behavioral data
  • Attitudinal surveys
  • Recent demographic data

Doritos Consumer Demographics

demographic
index
Female
101
Male
89
<24
98
25-34
100
35-44
112
45-54
98
55-64
61
65+
50
African American
117
Asian
69
Caucasian
101
Hispanic
111
demographic
index
Has Kids
112
No Kids
73
- $20k
105
$20k-40k
108
$40k-60k
105
$60k-80k
104
$80k-100k
98
$100k-125k
92
$125k +
80
No College
113
College
101
Adv. Degree
81

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Doritos Basket Affinity & Size

brand
basket affinity
Ruffles 6.1x
Cheetos 5.5x
Fritos 4.5x
Lays Wavy 4.5x
basket size
index
Urgent Need (1-2 Items)
11
Express Lane (3-10 Items)
67
Fill Up (11-20 Items)
153
Pantry Stocking (21+ Items)
361

Where is Doritos Purchased?

channels
index
Beauty
0
Club
76
Dollar
190
Drug
62
Food
129
Gas & Convenience
161
Mass
85
regions
hover to view index

What Else Do They Buy?

brand
household affinity
Hawaiian Punch 1.2x
Totino's Pizza Rolls 1.2x
Hostess 1.2x
Totino's Party Pizza 1.2x

How Did They Pay?

method
index
Cash
108
Credit
89
Debit
100
Food Stamps
164

When is Doritos Purchased?

day of week
Sun
17.7%
Mon
12.3%
Tue
11.6%
Wed
11.6%
Thu
12.1%
Fri
16.2%
Sat
18.6%
time of day
Morning
13.5%
Noon
16.2%
Afternoon
34.2%
Evening
29.5%
Late
6.7%

Data shown is from 2014-2015. Contact us for real-time data.

Get Better Data

Contact our sales team for real-time data and deeper insights.

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Real-time purchase and demographic data

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What other brands do Doritos consumers purchase?

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Why do Doritos consumers try new brands?

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Where do Doritos consumers prefer to shop?

Clients

Example InfoScout clients

Data Highlights

Real Time Shopper and Consumer Data

Daily, Not Quarterly
Rapid consumer and shopper insights.

More Shopping Trips Captured

1 in every 500 Shopping Trips
InfoScout captures 15 times more shopping trips daily than legacy panels.

Balanced Panel

The Real America
Our panel includes traditionally hard-to-reach segments like young mothers, high-income households and male millennials.

Examples of different retailer types

Omnichannel Visibility
Every retailer, from Big Box to Bodegas to Online.

Research the Doritos Target Market

Arrow and target

Who actually buys Doritos? Do these consumers match the intended target market of Doritos?

Thought bubble

What motivates the target market to purchase Doritos?

magnifying glass

What other target market should Doritos look at?

venn diagram

Which other brands have a similar target market?

About Our Doritos Demographic Data

InfoScout has over 300,000 shoppers uploading their shopping receipts (paper and electronic) through our portfolio of mobile apps. Receipts and behaviorally triggered surveys allow us to provide retailers and brands with real-time omnichannel shopper and consumer insights. Demographic data is collected through demographic surveys taken in the apps.