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Frito-Lay is then followed by regional manufacturers. In order for the dips to get into the shopping cart, it must be found in locations that make the purchase decision easier for the shopper. This can sometimes make dips more of an impulse buy. This is a noticeable advantage Frito-Lay has in their existing chip dip segment.
Research revealed that currently only 20% of chips were eaten with dips, and only 45% of all U.S. households used dips in 1985. However, research also indicated that 97% of all U.S. households used salty snacks. Because dips are a complimentary product and previous sales growth "occurred when [Frito-Lay's] dips were displayed in conjunction with a natural carrier" (124), it would suggest that Frito-Lay could capitalize on their current position in the salty snacks sections of supermarkets by pairing new or existing dips with some of their salty snack product lines...
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