Chips & Crisps In The United States [2026]

Data: October 2026

Table Of Contents

1. Summary

2. Definitions And Methodology

3. Disclaimer

4. Industry Landscape

   1. Market Structure

   2. Segmentation: Variant

   3. Segmentation: Better-For-You

   4. Segmentation: Store Brand

   5. Price Positioning

   6. Flavor Preferences

5. Recent Developments

   1. Product Launches (Year To Date)

6. Competitive Landscape

   1. Brand Market Share By Origin Country/Region

   2. Brand Market Share

   3. Brand Market Share By Segment: Variant

   4. Brand Market Share By Segment: Better-For-You

   5. Brand Market Share By Segment: Store Brand

   6. Brand Market Share By Segment: Price Positioning

   7. Competitor Profiles

Summary

Industry Landscape

1. There are over 180 chips and crisps brands in the United States.

2. Major variants include potato chips & crisps, tortilla / corn chips & crisps, alongside numerous other chips & crisps of which potato chips & crisps accounting for the biggest share.

3. The better-for-you (BFY) segment maintains a modest presence.

4. Store brand presence is modest, accounting for a single-digit share of the market.

5. Brands positioned in the second quartile (Q2) of the price spectrum lead in terms of market share.

6. Onion is among the top flavor profiles.

Recent Developments

1. Product launches to date have trended towards adventurous flavors.

Competitive Landscape

1. American-origin brands dominate.

2. Lay’s is the overall market leader.

3. Lay’s leads the potato chips & crisps segment, while Doritos leads the tortilla / corn chips & crisps segment and Cheetos leads the other chips & crisps segment.

4. Lay’s is the top brand in the gluten-free segment while GreenWise leads the organic segment.

5. Great Value is the top store brand.

6. Across the pricing spectrum, Great Value leads in the first quartile, Lay’s in the second, Doritos in the third, and Quest in the fourth quartile.

Competitor Profiles

1. Cheetos

2. Doritos

3. Lay’s