Doritos, a brand of tortilla chips made by Frito-Lay (a subsidiary of PepsiCo), is a snack that can be enjoyed by everyone. Doritos are made to be a fun and easy snack to eat, and their bright colors and bold flavors make them popular among consumers. It can also be an ingredient in creative recipes that need a nice salty and crunch feel.
But who is the target market for this tasty snack? Is it limited to those who love tortilla chips or is there a wider audience for them? The answer may surprise you.
In this article, we will review the Doritos target market and understand some of the reasons why people are so attracted to this delicious snack.
Who is the Doritos Target Market?
To best understand the Doritos target market, we need to understand the motivation that people have to grab a bag of Doritos rather than any other brand of chips like Pringles or Lays or for that matter any other type of snack.
By understanding this we can divide the market for Doritos into the following segments:
- People who love Doritos
- People looking for a quick snack
- Parents looking for a snack for their children
- Emotional eaters
- People buying snacks for a party
- People going on a picnic or a trek or hike
- People using Doritos as an ingredient in a recipe
Let’s look closely at each of these market segments for Doritos.
#1. People who love Doritos
By far the biggest segment of the Doritos target market includes people who just plain love Doritos! They are attracted to the taste, the crunch and the convenience of this snack. For many people, Doritos are their go-to snack when they want something tasty but not too filling.
People in this segment tend to be heavy eaters of Doritos, buying them regularly and often in large quantities. They are also the most loyal to the brand, rarely straying to try other brands of chips or snacks.
If you love Doritos, then you are part of this segment and there is nothing wrong with that! After all, Doritos are delicious and offer a lot of value for the price.
#2. People looking for a quick snack
When people are looking for a quick snack, they often turn to Doritos as a convenient and tasty option. Doritos are easy to eat on the go and can be found in most convenience stores.
Unlike people in the previous segment, those in this segment are not necessarily looking for Doritos. They are simply looking for a snack. And so they are just as likely to grab a bag of potato chips or popcorn instead.
Or if they don’t mind a sweet snack they may go for a chocolate bar, a cupcake, or even something they could buy in a convenience store like ice cream or frozen yogurt.
This makes Doritos an impulse purchase and so to reach this type of customer, stores often place Doritos near the register where people can easily grab them on their way out. This strategy makes a Doritos target market out of even those people who are not pre-disposed to buying Doritos.
#3. Parents looking for a snack for their children
Parents are always looking for snacks for their children that are also affordable and tasty. And so Doritos often find their way into lunchboxes and after-school snacks.
Doritos are a good option for parents because they are not as messy as other snacks like classical potato chips or popcorn. While many parents may not consider Doritos to be a healthy snack, sometimes convenience and acceptability by kids outweigh health concerns.
What’s interesting is that with this segment, it’s not just parents who are a Doritos target market but also their children.
#4. Emotional eaters
Doritos can be the ultimate comfort food for emotional eaters. Often when people are feeling down or stressed, they turn to a bag of Doritos as a way to make themselves feel better.
For emotional eaters, Doritos offer both the comfort of a familiar food as well as the satisfaction of eating something salty and crunchy. And so emotional eaters are often some of the heaviest consumers of Doritos making them a prime segment of the Doritos target market.
#5. People buying snacks for a party
When throwing a party, people often want to have a variety of snacks on hand for their guests. And so Doritos often find their way onto party snack tables.
Doritos are a good option for party snacks because they are easy to eat and come in a variety of flavors that will please most guests. And because Doritos are so affordable, people often buy them in bulk for parties.
#6. People going on a picnic or a trek or hike
Just as in the previous segment, people often want to have a variety of snacks on hand when going on a picnic or hike. And so Doritos are often included in these types of outings.
Doritos are especially popular for picnics because they do not need to be refrigerated and can be eaten without utensils. For hikers, Doritos are a good option because they are lightweight and easy to carry.
And if a family with kids is out for a picnic or a walk, Doritos can be a great choice as most kids will eat them without making a fuss.
#7. People using Doritos as an ingredient in a recipe
A growing trend is to use Doritos as an ingredient in a recipe. This is often done because Doritos add a crunchy texture to a dish that would otherwise be soft.
Doritos can be used as an ingredient in both savory and sweet dishes. For example, they can be used as a topping on a salad, or broken into pieces and put in a salad like a Doritos Taco Salad. People also use Doritos in casseroles, with cheese in the oven and with meatballs.
Conclusion
The Doritos target market is very vast and people buy and consume Doritos for a variety of reasons.
One of the simplest reasons why people eat Doritos is because they love them. These people are the most loyal to the brand and often buy Doritos regularly.
For other people, Doritos are simply a convenient and affordable snack option. Parents buy Doritos for the children and so they often find their way into lunchboxes or as an after-school snack.
Sometimes Doritos seem to be made for emotional eaters. When people are feeling down, they often turn to a bag of Doritos as a way to make themselves feel better.
Doritos often end up on party snack tables because they are easy to eat and come in a variety of flavors. And almost everyone loves them. For the same reason, Doritos often find their way into backpacks and picnic baskets.
Finally, the Doritos target market also includes people who use Doritos as an ingredient in recipes. Doritos are popular in many recipes for the crunchy and salty taste that they bring.
