Lays is a brand of potato chips produced by Frito-Lay, a subsidiary of PepsiCo. The company sells Lays chips in over 40 countries and is one of the largest snack food brands in the world.
Lays chips come in numerous flavors like classic, sour cream and onion, cheddar cheese, barbecue, and many others. The company has been able to maintain a loyal customer base by constantly coming out with new flavors that cater to different taste buds.
In this article, we will review the Lays target market and understand some of the reasons why people are so attracted to this brand of delicious potato chips.
Who is the Lays Target Market?
To best understand the Lays target market, we need to understand the motivation that people have to grab a bag of Lays rather than any other brand of potato chips like Pringles or Doritos or Cheetos, or for that matter any other type of snack.
By understanding this we can divide the Lays target market into the following segments:
- People who love potato chips from Lays
- 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 who use Lays chips as an ingredient in a recipe
Let’s look closely at each of these market segments for Lays.
#1. People who love potato chips from Lays
By far the biggest segment of the Lays target market includes people who just plain love Lays’s potato chips! They are attracted to the taste, the crunch, and the convenience of this snack.
For many people, Lays are their go-to snack when they want something tasty but not too filling (though it can be based on how much they eat!).
People in this segment tend to be heavy eaters of Lays, 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 Lays, then you are part of this segment and there is nothing wrong with that! After all, Lays chips 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 a bag of Lays as a convenient and tasty option. Lays chips 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 Lays. 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 Lays chips an impulse purchase and so to reach this type of customer, stores often place bags of Lays chips near the register where people can easily grab them on their way out.
This strategy makes a Lays target market out of even those people who are not pre-disposed to buying them.
#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 Lays chips often find their way into lunchboxes and after-school snacks.
Lays chips 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 potato chips to be a healthy snack, sometimes convenience and acceptability by kids outweigh health concerns.
#4. Emotional eaters
Lays chips can be the ultimate comfort food for emotional eaters. Often when people are feeling down or stressed, they turn to a bag of Lays as a way to make themselves feel better.
For emotional eaters, Lays chips 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 Lays chips making them a prime segment of the Lays 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 Lays chips often find their way onto party snack tables.
Lays chips 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 Lays chips 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 bags if Lays are often included in these types of outings.
Lays are especially popular for picnics because they do not need to be refrigerated and can be eaten without utensils. For hikers, Lays chips 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, Lays chips can be a great choice as most kids will eat them without making a fuss.
#7. People using Lays chips as an ingredient in a recipe
A growing trend is to use Lays chips as an ingredient in a recipe. This is often done because Lays chips add a crunchy texture to a dish that would otherwise be soft. Home chefs inventing new recipes using potato chips are another segment of the Lays target market.
Lays chips 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 Taco Salad. People also use Lays chips in casseroles, with cheese in the oven and with meatballs.
Conclusion
The Lays target market is very vast and people buy and consume Lays chips for a variety of reasons.
One of the simplest reasons why people eat Lays chips is because they love them. These people are the most loyal to the brand and often buy Lays chips regularly.
For other people, Lays chips are simply a convenient and affordable snack option. Parents buy Lays chips for the children and so they often find their way into lunchboxes or as an after-school snack.
Sometimes Lays chips seem to be made for emotional eaters. When people are feeling down, they often turn to a bag of Lays chips as a way to make themselves feel better.
Lays chips 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, Lays chips often find their way into backpacks and picnic baskets.
Finally, the Lays chips target market also includes people who use Lays chips as an ingredient in recipes. Lays chips are popular in many recipes for the crunchy and salty taste that they bring.