The U.S. soft drink market has taken an unexpected turn in 2025. For decades, Coca-Cola and Pepsi competed side by side at the top of the podium. However, the current landscape no longer resembles what we knew until very recently.
Pepsi, which used to be the second most powerful brand in carbonated beverages, has fallen out of the top 3. A fall that seemed impossible a few years ago has become a reality. Meanwhile, Coca-Cola continues to lead the market with strength.
Sprite and Dr Pepper surpass Pepsi
According to the latest data from Beverage Digest, Pepsi is no longer among the three best-selling sodas in the U.S. Dr Pepper now holds second place, a brand that has managed to reinvent itself and connect with new generations. With a market share of 8.3%, it has left Pepsi behind with a combination of flavors and successful advertising strategies.
The third spot has also been surprising. Sprite, Coca-Cola's lemon-lime drink, has climbed up to reach 8.03% of the market. Pepsi, on the other hand, remains at 7.97%, confirming its decline.
Sprite's renewal has been key. The "Obey Your Thirst" campaign returned strongly, this time focused on Generation Z. Collaborations with figures like Anthony Edwards and Sha'Carri Richardson have been a success.
In addition, Sprite launched an innovative version: Sprite Chill. This refreshing drink caused more than 100 million dollars in sales in 2024. All of this, with very controlled advertising investment.
Pepsi doesn't give up… but doesn't convince
Meanwhile, Pepsi is fighting to keep itself relevant. It has reactivated the famous "Pepsi Challenge," organizing new blind tastings in pop-up stores. It also boasts an 8% year-over-year growth for Wild Cherry.
The reality of the market is clear. The classic version of Pepsi is losing ground to lighter and more modern options. Consumer preferences have changed, and the brand doesn't seem to be adapting quickly enough.
Pepsi still has good global positioning thanks to its Diet and Zero Sugar lines. However, these products don't make up for the loss of traction of traditional Pepsi. Consumers are looking for something different, and they're finding it in other options.
Today, Coca-Cola not only leads but also pulls ahead of a declining Pepsi. Dr Pepper and Sprite now take its place on the podium. The message is clear: the market has spoken, and Pepsi has a lot of work ahead if it wants to return to the top.