Some brands feel very comfortably seated at the top of their respective industries—but change still finds a way of manifesting. For decades, Pepsi has been firmly established as the second-best-selling soda in America, but now, Dr. Pepper has unseated the brand from its number two spot.
CNN has reported on market share data that tracks sales of all major soda brands. Ranking at number one is Coca-Cola, selling over the competition by a significant margin, making up for almost 20% of soda sales. But this upset that’s been decades in the making represents not just good fortune for Dr. Pepper but also some financial misfortune for Pepsi.
Dr. Pepper sells as well as and better than Pepsi for the first time in decades
While Coke continues to enjoy its seat at the top, right below, a fight for second place has Dr. Pepper and Pepsi locked in combat. According to data from the trade publication Beverage Digest, over the years, Dr. Pepper has slowly but steadily gained market shares, culminating in moving up in the ranks as of 2023.
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While Coke had 19.2% of soda market shares last year, Dr. Pepper managed to match Pepsi at 8.3%, with Dr. Pepper ending up technically leading. This came from a bit of a two-pronged attack, to the good doctor’s benefit.
“Dr Pepper has been gaining, [Pepsi] has been declining, and they’re meeting in the middle,” explained Beverage Digest editor Duane Stanford in an interview with CNN.
The brand is leaning into its longtime identity as an adaptable beverage that’s in touch with trends
Dr. Pepper was established in 1985 in Waco, Texas, and actually predates both Coca-Cola and Pepsi. While it had a difficult climb to the almost top, it has been strategic in its marketing in a way that brands these days have to be.
Dr. Pepper has always promoted itself as a versatile beverage, claiming to be comprised of 23 flavors, a boast that helped it grow from a regional favorite into a national hit. Into the present day, it makes sure to maintain a steady presence in the cultural eye of America thanks in part to social media. Inspired by TikTok’s dirty soda trend, Dr. Pepper put out the limited-time flavor Creamy Coconut.
ABC7 also notes that “swicy,” or sweet and spicy, foods are becoming trendy in food stores, which sets Dr. Pepper up for timely success. They also report that Pepsi may not have done itself any favors by focusing on so many of its numerous brands, thus stretching itself thin while Dr. Pepper has had time to focus on one.
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