User perceptions: Doritos vs Popchips

User perceptions: Doritos vs Popchips

In this piece, we take a deep dive into exactly WHAT our users think about Doritos and Popchips products. We examine why they are scored the way they are and how they compare to each other as snacks that are both crisps but that are marketed and produced using different methods.

Profile: Doritos


Score: 3.3 out of 10

Doritos is a very well known crisps brand that is owned by PepsiCo. The brand scores a 3.3 out of 10 on wherefrom. In order to find out more about their sustainability, you can download PepsiCo’s 2019 sustainability report. Some key progress indicators from the report are:

  • In 2019, nearly 80% of potatoes, whole corn, oats and oranges were sustainably sourced (independently verified environmental, social, and economic principles of PepsiCo’s SustainableFarming Program). The commitment is to reach 100% by 2025.
  • In 2019, 82% of pam oil was sustainably sourced via the RSPO standard. The commitment is to reach 100% by 2025.
  • In 2019, 88% packaging was recyclable, compostable or biodegradable. The commitment is to reach 100% by 2025.
  • In 2019, 4% of plastic packaging had recycled content. The commitment is to reach 25% by 2025.
  • PepsiCo is also committed to reducing sugars, sodium and saturated fats. In 2019, 61% of foods had lower sodium content per calorie (compared to their commitment to reach 75% by 2025) and 62% lower saturated fats (compared to their commitment to reach 75% by 2025).

View Doritos' profile >

Profile: Popchips


Score: 4.1 out of 10

Popchips are a popular crisp brand, often referred to as being a healthy snack. Unfortunately, Popchips do not have a dedicated sustainability report or segment on their website, however you can find some information about nutrition and packaging in their FAQs. Some key takeaways from the FAQs are:

  • The sodium in popchips averages at or below the fsa target average of 2g of sodium per 100g serving.
  • Popchips are non-gmo.
  • Their packaging is not recyclable.

View Popchips' profile >

What did wherefrom users think about Doritos and Popchips?

Do the brands care about the environment?

The majority of respondents did not know if these brands care about the environment. This means that the brands do not communicate their environmental stance or action in an obvious way (i.e. through packaging). Doritos respondents seemed more certain though, as more people thought the brand does not care about the environment compared to Popchips.

Do the brands publish information on their environmental impact?

As we saw at the beginning of this piece, Doritos doesn’t have specific information about its environmental impact, but PepsiCo has a robust sustainability report. Popchips doesn’t have a dedicated page or report, which is definitely problematic for a well-known brand. However, this difference is understandable considering PepsiCo has more products and a higher income. Not to mention, large companies are legally obligated to report their sustainability impacts in the UK.

Respondents mostly didn’t know if the brands published information, however, respondents for Doritos products answered with more certainty; 37% of respondents thought the brand did not publish information compared to only 24% for Popchips.

Which focus area should these brands pledge to improve?

For both brands, the packaging was a standout issue that users wanted to see improved. This might be because packaging is a salient problem for consumers compared to the other issues, or it could be because crisp packets are notoriously difficult to recycle for individuals. It’s interesting to note that PepsiCo has already pledged to use 100% recyclable, compostable or biodegradable packaging which means it either does not communicate this well enough or is not doing enough to reach this goal.

How sustainable are the brands’ products?

Both brands had a majority of respondents who thought their products were "kind of” sustainable. However, Doritos' products had a higher majority of users that thought their products were either “not at all” or “not very” sustainable. Interestingly, whereas Doritos only had 11% of respondents think their products were "extremely" sustainable, for Popchips, it was their second-highest outcome (20%).

How sustainable are these brands’ packaging?

Both brands did poorly in terms of packaging. Overall Doritos had 60% of users respond negatively (saying the packaging was either "awful" or "bad") and Popchips had 58%. More respondents felt that Doritos' packaging was "awful" relative to Popchips, and more respondents thought Popchips' packaging was "perfect" relative to Doritos. This is interesting because their packaging is essentially the same.

How much do users trust that the brand sources their ingredients sustainably?

Both brands have a majority of respondents who trusted only "a little" that ingredients were sustainably sourced. However, there were 3 times more respondents that did not trust Doritos' sourcing at all compared to Popchips.

How healthy are the brands’ products?

Interestingly, there is a clear majority of Doritos respondents that thought their products were "not at all'' healthy and very few that thought they were healthy - it is a downward trend. For Popchips, respondents seemed less certain, with a similar number of respondents thinking the products were "a little", "somewhat" or "mostly'' healthy. Interestingly, one of Popchips main selling points is that they are a healthy snack (although this is relative to other crisps).

What do you think about these results?

Review the brands now to give your opinion!