Luke Shaw

Selected Audience: Young adults 18-35 who are seeking affordable snack options.
Market Statistics
Demographics:
1. 80.5% of university students sometimes prepare/cook their meals.
2. 72.3% of university students eat with their family at home at least three times weekly.
3. 46% of college students stated that they commonly eat snacks in place of a meal.
4. 33% of students skip breakfast.
5. 47.9% of students have tried dieting.
6. The majority of university students prefer to eat Lay's potato chips.
7. 60% of university students have 3-4 unhealthy snacks a day.
8. 50% of students eat snacks while they're studying.
9. 58.1% of university students are in the normal weight category
10. 58% of students prefer chips as opposed to other snack foods.
Psychographics:
1. Overall, Lay's was found to be the most enjoyed brand by Gen-Z
2. This generation enjoys a sense of stability.
3. 44% of Gen-Z stream over 3 hours of videos daily.
4. Gen-Z as a whole values self-care.
5. YouTube is the most popular social media within this demographic.
6. Over half of Gen-Z uses Instagram.
7. Gen-Z finds affordability to be one of the most important parts of shopping.
8. In general, this demographic finds marketing on social media useful.
9. 38% of Gen-Z do not like shopping in person.
10. 46% of Gen Z report enjoying trying new food/drink products.

Lay’s Product:
I will be marketing the large selection of snacks and chips in a variety of flavors we offer. I will
specifically target those who are Millennials and Gen-Z as they tend to enjoy trying new snacks
and flavors. We have selections for all palates; spicy, sweet, salty, or time-tested classics such as
sour cream & onion or BBQ.

Product Benefits:
- Our snacks do not cater to one demographic as we have a wide variety.
- Millennials and Gen-Z specifically enjoy our products as our research shows they tend to
snack most often.
 Works Cited
Smith, S. (2005). Safety at Frito-Lay Inc.: More Addictive than Potato Chips.
Occupational Hazards, 67(11), 43–44.

Statista. (2020, June). Bags of Lay's (regular) potato chips eaten in the U.S. 2020. Retrieved
April 7 2023 https://www.statista.com/statistics/289264/bags-of-lay-s-regular-potato-
chips-eaten-in-the-us/

Statista. (February, 2022). What type(s) of snack foods do you purchase regularly? Retrieved
April 07, 2023, from https://www-statista-
com.proxy.lib.miamioh.edu/statistics/779568/regular-snack-purchases

Ypulse. (April 7, 2022). Food activities of Millennials and Generation Z in the United
States and Canada in 2022 In Statista. Retrieved April 12, 2023, from
https://www.statista.com/statistics/1309557/north-america-young-adults-food-
inspiration/
CouponFollow. (April 28, 2022). Most influential social media platforms on the buying
habits of millennials in the United States in 2022, by gender and age. In Statista.
Retrieved April 12, 2023, from https://www.statista.com/statistics/1334685/social-
media-influence-millennials-buying-habits-gender-age/
Specialty Food Association. (September 30, 2021). Distribution of specialty food
consumers in the U.S. as of 2021 by generation [Graph]. In Statista. Retrieved April 12,
2023, from https://www.statista.com/statistics/196976/age-distribution-of-us-
specialty-food-consumers-2010/