Question

Topic: Strategy

Is Salsa An Impulse Purchase?

Posted by Anonymous on 11/4/2009 at 10:24 AM ET 250 Points
I am needing some info for some collaterals we are putting together. Is salsa bought at retail considered an impulse purchase? What is the true dollar sales volume in the USA (minus WalMart) and what percentage of that market is considered an impulse purchase? Can you sight the source of the info in your answers please? Thank you!
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RESPONSES

  • Posted on 11/4/2009 at 11:15 AM Accepted
    When I was at Frito-Lay we considered salsa to be an impulse purchase item, and sales of salsa tended to track very closely with sales of Fritos and Doritos brands in same stores. (Could be very different in different neighborhoods, different regions of the country, etc.)

    My guess is that the actual sales figures are highly proprietary, and that you won't be able to get a good estimate from public sources ... but then I have been wrong on stuff like this before. I know that Nielsen and IRI both track and report salsa sales.
  • Posted on 11/4/2009 at 11:23 AM Accepted
    For me, salsa is only an impulse when there are samples and you try it and say - Darn (PC) that's good salsa! Remember, it depends on quality of chip too.

    Good Dipping!

    CVN
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