Liquid refreshment beverage (LRB) brands: Pepsi

LIQUID REFRESHMENT BEVERAGE (LRB) BRANDS: PEPSI

Table of Contents
 Table of Contents

01 Global overview
Most valuable brands worldwide 2019 02
Global net sales of the leading 50 FMCG companies 2018 03
Most popular product brands on Facebook 2020 04
Distribution of beverage brands social media buzz 2015 05
Brand value of the most valuable soft drink brands worldwide 2019 06

02 U.S. overview
U.S. leading beverage brands 2015, based on CRP 08
Leading LRB companies in the U.S. 2018, based on volume share 09
Leading U.S. LRB brands 2018, based on volume share 10
Leading U.S. CSD companies 2018, based on volume share 11
Market share of leading CSD companies in the U.S. 2004-2018 12
Volume share of the leading CSD brands in the U.S. 2018 13
Most popular soda brands for summer road trippers in the U.S. as of May 2014 14
 Table of Contents

Market share of the Pepsi-Cola brand in the U.S. 2004-2018 15

Market share of the Diet Pepsi brand in the U.S. 2004-2018 16

03 Advertising expenditure
Largest global advertisers 2017 18
Ad spend of selected beverage brands in the U.S. 2018 19
PepsiCo: ad spend worldwide 2013-2018 20
LIQUID REFRESHMENT BEVERAGE (LRB) BRANDS: PEPSI

Global overview
Most valuable brands worldwide in 2019, by brand value (in billion U.S. dollars)
Most valuable brands worldwide 2019

Percentage change 2018 vs. 2017 Brand value (in billion U.S. dollars)

Apple 9 234.24

Google 8 167.71

Amazon 24 124.26

Microsoft 17 108.85

Coca-Cola -4 63.37

Samsung 2 61.1

Toyota 5 56.25

Mercendes-Benz 5 50.83

McDonald's 4 45.36

Disney 11 44.35

BMW 1 41.44

IBM -6 40.38

Intel -7 40.2

Facebook -12 39.86

Cisco 3 35.56

Note: Worldwide; 2019

Further information regarding this statistic can be found on page 22.
2 Source(s): Interbrand; ID 264826 Global overview
Leading 50 FMCG companies worldwide in 2018, based on net sales (in million U.S. dollars)*
Global net sales of the leading 50 FMCG companies 2018

Net sales in million U.S. dollars**

0 10000 20000 30000 40000 50000 60000 70000 80000 90000 100000
Nestlé AG 93,400
Procter & Gamble 66,335
PepsiCo 64,661
Unilever 60,120
AB-InBev 54,619
JBS 49,044
Tyson Foods 40,052
British American Tobacco 32,656
Coca-Cola Company 31,856
L'Oréal 31,766
Philip Morris International 29,625
Danone 29,070
Heineken 26,499
Kraft Heinz 26,259
Mondelez 25,938

Note: Worldwide; 2018

Further information regarding this statistic can be found on page 23.
3 Source(s): OC&C; LZ; ID 260963 Global overview
Product brands with the most Facebook fans as of February 2020 (in millions)
Most popular product brands on Facebook 2020

Facebook fans in millions

0 50 100 150 200 250

Facebook 214.62

Samsung 160.05

Coca-Cola 107.11

YouTube 84.35

McDonald's 79.86

Candy Crush Saga 71.54

Criminal Case 65.88

Texas HoldEm Poker 63.66

Instagram 60.34

KFC 55

Note: Worldwide; February 2020

Further information regarding this statistic can be found on page 24.
4 Source(s): Facebook; Trackalytics; ID 265657 Global overview
Beverage brands with the greatest share of social media mentions worldwide as of April 2015
Distribution of beverage brands social media buzz 2015

Share of mentions

0.0% 5.0% 10.0% 15.0% 20.0% 25.0% 30.0% 35.0% 40.0%

Coke 36%

Red Bull 20%

Mountain Dew 14%

Pepsi 14%

Dr. Pepper 12%

7up 2%

Fanta 1%

Vitamin Water 1%

Note: Worldwide; January 1 through April 28, 2015

Further information regarding this statistic can be found on page 25.
5 Source(s): Brandwatch; ID 462565 Global overview
Most valuable soft drink brands worldwide in 2019, based on brand value (in million U.S. dollars)
Brand value of the most valuable soft drink brands worldwide 2019

Brand value in million U.S. dollars

0 10000 20000 30000 40000 50000 60000 70000 80000

Coca-Cola 68,613
Red Bull 13,225
Diet Coke* 12,212
Pepsi 10,776
Lipton** 9,103
Yili 8,661
Nespresso 7,419
Nescafé 7,372
Mengniu 6,491
Fanta 6,229
Sprite 5,823
Tropicana 5,730
Monster 5,287
Gatorade 4,626
Dr. Pepper 3,466

Note: Worldwide; 2019

Further information regarding this statistic can be found on page 26.
6 Source(s): Kantar Millward Brown; Kantar; Bloomberg; ID 273063 Global overview
LIQUID REFRESHMENT BEVERAGE (LRB) BRANDS: PEPSI

U.S. overview
 Leading beverage brands in the United States in 2015, based on consumer reach (in million Consumer Reach Points
(CRP))
U.S. leading beverage brands 2015, based on CRP

Consumer Reach Points in millions

0 1000 2000 3000 4000 5000 6000 7000

Coca-Cola 6,284

Pepsi 2,164

Nescafe 2,013

Sprite 1,050

Fanta 877

Milo 833

Tang 818

Lipton 682

Gatorade 564

Mountain Dew 561

Note: United States; 2015

Further information regarding this statistic can be found on page 27.
8 Source(s): FoodBev; Kantar Worldpanel; ID 568823 U.S. overview
Leading liquid refreshment beverage (LRB) companies in the United States in 2018, based on volume share
Leading LRB companies in the U.S. 2018, based on volume share

30.0% 28.5%

25.0%

20.6%
20.0%
Volume share

15.0%

10.5%
10.0% 9.2%

5.0%
2.1% 1.9% 1.8% 1.7% 1.6% 1.3%

0.0%
Coca-Cola Co. PepsiCo Nestlé Waters Keurig Dr Refresco CG Roxanne National Premium Arizona Monster
Pepper (Formerly Cott) Beverage Waters Beverage

Note: United States; 2018

Further information regarding this statistic can be found on page 28.
9 Source(s): Beverage Digest; ID 225522 U.S. overview
Leading liquid refreshment beverage (LRB) brands in the United States in 2018, based on volume share
Leading U.S. LRB brands 2018, based on volume share

Volume share

0.0% 2.0% 4.0% 6.0% 8.0% 10.0% 12.0% 14.0% 16.0%

Coke 13.9%

Pepsi 6.1%

Mountain Dew 4.5%

Dr Pepper 4.2%

Gatorade 3.9%

Sprite 3.5%

Nestlé Pure Life 3.4%

Dasani 2.5%

Poland Spring 2.2%

Aquafina 2.1%

Note: United States; 2018

Further information regarding this statistic can be found on page 29.
10 Source(s): Beverage Digest; ID 225519 U.S. overview
Leading carbonated soft drink (CSD) companies in the United States in 2018, based on volume share
Leading U.S. CSD companies 2018, based on volume share

Volume share

0.0% 5.0% 10.0% 15.0% 20.0% 25.0% 30.0% 35.0% 40.0% 45.0% 50.0%

Coca-Cola 43.3%

PepsiCo 24.9%

Keurig Dr Pepper 17.9%

Refresco 3.9%

National Beverage 3.1%

Monster Beverage Co. 2.7%

Red Bull 1.7%

Rockstar 0.8%

Big Red 0.8%

Cheerwine 0.1%

All other 1.3%

Note: United States; 2018

Further information regarding this statistic can be found on page 30.
11 Source(s): Beverage Digest; ID 225504 U.S. overview
Market share of leading carbonated soft drink (CSD) companies in the United States from 2004 to 2018*
Market share of leading CSD companies in the U.S. 2004-2018

Coca-Cola PepsiCo Dr Pepper Snapple Refresco National Beverage Other**

120.0%

100.0%

80.0%
Market share

60.0%

40.0%

20.0%

0.0%
2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2017 2018

Note: United States; 2004 to 2018

Further information regarding this statistic can be found on page 31.
12 Source(s): Beverage Digest; ID 225464 U.S. overview
 Leading carbonated soft drink (CSD) brands in the United States in 2018, based on volume share
Volume share of the leading CSD brands in the U.S. 2018

Market share

0.0% 2.0% 4.0% 6.0% 8.0% 10.0% 12.0% 14.0% 16.0% 18.0% 20.0%

Coca-Cola 17.8%

Pepsi-Cola 8%

Diet Coke 7.6%

Dr Pepper 7.2%

Sprite 7.1%

Mountain Dew 6.4%

Diet Pepsi 3.5%

Fanta 2.7%

Coke Zero Sugar 2.2%

Diet Mountain Dew 1.9%

Note: United States; 2018

Further information regarding this statistic can be found on page 32.
13 Source(s): Beverage Digest; ID 237692 U.S. overview
Most popular soda brands for summer road trippers in the United States as of May 2014
Most popular soda brands for summer road trippers in the U.S. as of May 2014

35.0%

30%
30.0%

25.0%
Share of respondents

20.0%

16%
15.0%

10%
10.0%

5.0%

0.0%
Coca-Cola Pepsi Mountain Dew

Note: United States; May 2014; 18 years and older; 1018 Respondents; drive at least 8,000 miles a year, have seen video screens at gas stations in the past six months,
and live in a five-mile radius of an Outcast station
Further information regarding this statistic can be found on page 33.
14 Source(s): TravelDailyNews; Equation Research; Outcast Media; ID 302759 U.S. overview
Market share of the Pepsi-Cola brand in the United States from 2004 to 2018
Market share of the Pepsi-Cola brand in the U.S. 2004-2018

14.0%

12.0% 11.5%
11.2% 11%
10.7%
10.3%
9.9%
10.0% 9.5%
9.2%
8.9% 8.9% 8.8% 8.6% 8.4% 8.3%
8%
8.0%
Market share*

6.0%

4.0%

2.0%

0.0%
2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018

Note: United States; 2004 to 2018

Further information regarding this statistic can be found on page 34.
15 Source(s): Beverage Digest; ID 225476 U.S. overview
Market share of the Diet Pepsi brand in the United States from 2004 to 2018
Market share of the Diet Pepsi brand in the U.S. 2004-2018

7.0%

6.1% 6% 6% 6%
6.0% 5.7% 5.6%
5.3%
4.9%
5.0% 4.7%
4.5%
4.3%
4.1%
4.0% 3.7%
Market share*

3.5% 3.5%

3.0%

2.0%

1.0%

0.0%
2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018

Note: United States; 2004 to 2018

Further information regarding this statistic can be found on page 35.
16 Source(s): Beverage Digest; ID 225491 U.S. overview
LIQUID REFRESHMENT BEVERAGE (LRB) BRANDS: PEPSI

Advertising expenditure
Largest global advertisers in 2017, by ad spending (in billion U.S. dollars)
Largest global advertisers 2017

12
11.2
10.5

10

8.6 8.5
Spending in billion U.S. dollars

8
7.2

0
Samsung Electronics Procter & Gamble Co. L'Oréal Unilever Nestle

Note: 2017
Further information regarding this statistic can be found on page 36.
18 Source(s): Advertising Age; OnlineMarketing.de; ID 286448 Advertising expenditure
Advertising spending of selected beverage brands in the in the United States in 2018 (in million U.S. dollars)
Ad spend of selected beverage brands in the U.S. 2018

Spending in million U.S. dollars

0 50 100 150 200 250 300 350 400 450

Coke (Coca-Cola Co.) 393

Pepsi (PepsiCo) 261

Gatorade (PepsiCo) 142

Mountain Dew (PepsiCo) 119

Dr Pepper (Keurig Dr Pepper) 106

Sprite (Coca-Cola Co.) 30

Nestlé Pur Life (Nestlé) 8

Poland Spring (Nestlé) 3

Aquafina (PepsiCo) 1

Dasani (Coca-Cola Co.) 0

Note: United States; 2018; measured media only

Further information regarding this statistic can be found on page 37.
19 Source(s): Advertising Age; Kantar Media; ID 264985 Advertising expenditure
PepsiCo's advertising expenses worldwide from 2013 to 2018 (in billion U.S. dollars)
PepsiCo: ad spend worldwide 2013-2018

Expense in billion U.S. dollars

0 0.5 1 1.5 2 2.5 3

2013 2.4

2014 2.3

2015 2.4

2016 2.5

2017 2.4

2018 2.6

Note: 2013 to 2018; includes media and personal service prepayments, promotional materials in inventory, and production costs of future media advertising
Further information regarding this statistic can be found on page 38.
20 Source(s): PepsiCo; ID 286547 Advertising expenditure
LIQUID REFRESHMENT BEVERAGE (LRB) BRANDS: PEPSI

References
Most valuable brands worldwide in 2019, by brand value (in billion U.S. dollars)
Most valuable brands worldwide 2019

Description
Source and methodology information
U.S. tech companies are currently the most valuable brands in the world, covering the four top spots in 2019.
Source(s) Interbrand Apple led the list with a brand value of around 234 billion U.S. dollars, followed by Google, Amazon and
Microsoft. The highest-ranked non-tech company was Coca-Cola in fifth place, and the highest non-U.S.
Conducted by Interbrand company was Samsung in sixth. ´Brand value` Brand value is determined by the source using a combination of
financial information, the role the brand plays in determining consumer choice (independent of other factors
Survey period 2019 such as price and convenience), and a qualitative assessment of the brand`s overall strength. If only financial
data is taken into account then the same four companies are at the top, with Apple, Amazon, Alphabet
Region(s) Worldwide (Google`s parent company) and Microsoft having the highest global market capitalizations . However, if only the
qualitative factors regarding brand strength are considered the list looks very different, with Italian carmaker
Number of respondents n.a. Ferrari being the strongest brand in 2019 . ´Brand value vs. profitability` Brand value does not always translate
into profitability. While Apple also happens to be the second most profitable company in the world , other
Age group n.a.
companies with a strong brand such as Google and Amazon rank lower in terms of net income. This
phenomenon does not only apply to tech companies - Coca-Cola also does not feature on the list of the most
Special characteristics n.a.
profitable companies worldwide. This is likely due to their franchised distribution structure, whereby
Published by Interbrand manufacturing operations are handed by separate companies, each of which operates independently with an
exclusive license to manufacture Coca Cola beverages in their territory.
Publication date October 2019

Original source interbrand.com

Website URL visit the website

Notes: *These brands are new in the ranking list and therefore have no percentage
change difference from the previous year. Empty fields in "Percent change to
previous year" = first time among the top 100 or no change from previous
year. Figures have been rounded.

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22 References
Leading 50 FMCG companies worldwide in 2018, based on net sales (in million U.S. dollars)*
Global net sales of the leading 50 FMCG companies 2018

Description
Source and methodology information
The ranking shows the leading FMCG companies worldwide in 2018, based on generated net sales. In that year,
Source(s) OC&C; LZ Unilever was ranked as fourth largest consumer goods company worldwide with net sales of about 60.12 billion
U.S. dollars. FMCG companies Consumer goods are goods which are intended for everyday private
Conducted by OC&C consumption. They are further classified as fast moving consumer goods (FMCG) and slow moving consumer
goods (SMCG). FMCG are goods with a lifespan shorter than a year. Popular categories include food and
Survey period 2018 beverages, personal care and household products, clothing and apparel, tobacco, and pet food/pet care. These
categories are bought quite frequently with recurring expenditure. In contrast to SMCG, the products tend to
Region(s) Worldwide be sold high in volume, but low in cost. FMCG are also known as Consumer Packaged Goods (CPG). The FMCG
environment is highly competitive as FMCG companies are always on the hunt for the next great product
Number of respondents n.a. discovery or innovation in order to meet consumer`s needs. Some of the leading key players of the FMCG
environment include Nestlé , Procter & Gamble (P&G) , Unilever, PepsiCo and the Coca-Cola Company . All of
Age group n.a.
them operate internationally and have to try to meet country-specific requirements regarding product
packaging and labeling. Their million dollar brands can be found in many household pantries. In order to keep
Special characteristics n.a.
consumers as regular buyers, CPG companies try to develop loyalty and trust towards their brands. Ariel,
Published by LZ Gillette, Pampers and Pantene are considered to be among the most famous brands of P&G.

Publication date July 2019

Original source Lebensmittel Zeitung

Website URL visit the website

Notes: * The ranking only contains data available from public companies. That is
why FMCG companies such as Mars or Oetker are not included in this ranking.
** Exclude excise tax.

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23 References
Product brands with the most Facebook fans as of February 2020 (in millions)
Most popular product brands on Facebook 2020

Description
Source and methodology information
Coca-Cola is one of the most recognizable brands worldwide, which in this case translates to over 107 million
Source(s) Facebook; Trackalytics Facebook followers. Due its global reach, advertisers and marketers have recognized Facebook`s potential as a
marketing tool to reach new and existing customers and as a result have come up with new and innovative ways
Conducted by Facebook of connecting with their target audiences.

Survey period February 2020

Region(s) Worldwide

Number of respondents n.a.

Age group n.a.

Special characteristics n.a.

Published by Trackalytics

Publication date February 2020

Original source trackalytics.com

Website URL visit the website

Notes: Excluding duplicates.

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24 References
Beverage brands with the greatest share of social media mentions worldwide as of April 2015
Distribution of beverage brands social media buzz 2015

Description
Source and methodology information
This statistic shows the share of social media mentions regarding beverage brands worldwide as of April 2015,
Source(s) Brandwatch by brand. Of the total social media mentions about beverage brands during the study, 20 percent of mentions
were about Red Bull.
Conducted by Brandwatch

Survey period January 1 through April 28, 2015

Region(s) Worldwide

Number of respondents n.a.

Age group n.a.

Special characteristics n.a.

Published by Brandwatch

Publication date May 2015

Original source Brandwatch Report: Social Listening in the Restaurant, Food & Beverage
Industry 2015, page 11

Website URL visit the website

Notes: One million mentions on social media of 50 leading restaurant, food and
beverage brands

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25 References
Most valuable soft drink brands worldwide in 2019, based on brand value (in million U.S. dollars)
Brand value of the most valuable soft drink brands worldwide 2019

Description
Source and methodology information
This statistic depicts the brand value of the world's most valuable soft drink brands in 2019. That year, Red Bull
Source(s) Kantar Millward Brown; Kantar; Bloomberg was the second most valuable soft drink brand worldwide with a brand value of about 13.23 billion U.S. dollars.
Soft drink brands Soft drinks belong to the non-alcoholic beverage industry . Depending on the region, they are
Conducted by Kantar; Bloomberg also known as soda, pop, or carbonated beverages, and cover drinks containing water, sugar or a type of
artificial sweetener, and a flavoring agent. Those fizzy drinks are mostly available in regular and diet varieties. A
Survey period 2019 broader definition of soft drinks may additionally include non-alcoholic ready-to-drink beverages such as juice,
bottled water, functional drinks (sports and energy drinks), and coffee and tea (hot and iced). Multinational
Region(s) Worldwide companies facing the high competition in the soft drink market comprise The Coca-Cola Corporation, Pepsi-Co.
Inc. and Dr Pepper Snapple. In this segment, The Coca-Cola Corporation and PepsiCo have been long-term
Number of respondents n.a. competitors for ages. PepsiCo always has to face the so-called `Pepsi challenge` as rivaling with Coca-Cola. The
´Pepsi challenge` originally was set up as a taste experiment. Consumers were invited to try beverages out of
Age group n.a.
two blank cups - one containing Pepsi Cola and one containing Coca-Cola. Consumers were then asked to
evaluate the taste of these two beverages and to make a decision which one of them they would favor. The
Special characteristics n.a.
blind analysis showed that most Americans preferred Pepsi Cola over Coca-Cola, based solely on taste. The
Published by Kantar Millward Brown Coca-Cola Company is a producer, retailer and marketer of non-alcoholic beverages. The company was founded
in 1892 and is currently headquartered in Atlanta, Georgia in the United States.
Publication date June 2019

Original source Brandz - Top 100 most valuable global brands 2019, page 249

Website URL visit the website

Notes: The soft drink category includes these non-alcoholic ready-to-drink beverages:
carbonated soda drinks (CSD's), juice, bottled water, functional drinks (sports
and energy), coffee and tea (hot and iced). * Diet Coke includes Diet Coke,
Coca-Cola Light and Coca-Cola Zero. ** Lipton includes the busine [...] For
more information visit our Website

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26 References
Leading beverage brands in the United States in 2015, based on consumer reach (in million Consumer Reach Points
(CRP))
U.S. leading beverage brands 2015, based on CRP

Description
Source and methodology information
This statistic displays the leading ten beverage brands in the United States in 2015, based on consumer reach.
Source(s) FoodBev; Kantar Worldpanel At this time, Coca-Cola ranked highest with 6,284 million Consumer Reach Points (CRP).

Conducted by Kantar Worldpanel

Survey period 2015

Region(s) United States

Number of respondents n.a.

Age group n.a.

Special characteristics n.a.

Published by FoodBev

Publication date June 2016

Original source foodbev.com

Website URL visit the website

Notes: n.a.

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27 References
Leading liquid refreshment beverage (LRB) companies in the United States in 2018, based on volume share
Leading LRB companies in the U.S. 2018, based on volume share

Description
Source and methodology information
This statistic shows the leading liquid refreshment beverage (LRB) companies in the United States in 2018,
Source(s) Beverage Digest based on volume share. In that year, the Coca-Cola Company was the leading liquid refreshment beverage
company in the United States, based on a volume share of 28.5 percent. Liquid refreshment beverages include:
Conducted by Beverage Digest carbonated soft drinks, bottled water, and non-carbs (sports drinks, ready-to-drink teas, juice drinks, etc.).

Survey period 2018

Region(s) United States

Number of respondents n.a.

Age group n.a.

Special characteristics n.a.

Published by Beverage Digest

Publication date May 2019

Original source Beverage Digest Fact book 24rd Edition, page 13

Website URL visit the website

Notes: n.a.

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28 References
Leading liquid refreshment beverage (LRB) brands in the United States in 2018, based on volume share
Leading U.S. LRB brands 2018, based on volume share

Description
Source and methodology information
This statistic shows the leading liquid refreshment beverage (LRB) brands in the United States in 2018, based on
Source(s) Beverage Digest volume share. In that year, the Pepsi brand was ranked second in the United States, based on a volume share
of 6.1 percent. Liquid refreshment beverages include: carbonated soft drinks, bottled water, and non-carbs
Conducted by Beverage Digest (sports drinks, ready-to-drink teas, juice drinks, etc.).

Survey period 2018

Region(s) United States

Number of respondents n.a.

Age group n.a.

Special characteristics n.a.

Published by Beverage Digest

Publication date May 2019

Original source Beverage Digest Fact book 24rd Edition, page 17

Website URL visit the website

Notes: n.a.

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29 References
Leading carbonated soft drink (CSD) companies in the United States in 2018, based on volume share
Leading U.S. CSD companies 2018, based on volume share

Description
Source and methodology information
In 2018, Coca-Cola was ranked as the leading carbonated soft drink (CSD) company in the United States with a
Source(s) Beverage Digest volume share of 43.3 percent. Ranked second, PepsiCo garnered a volume share of 24.9 percent that year. The
carbonated soft drink industry Carbonated soft drinks are processed flavored beverages packaged in bottles
Conducted by Beverage Digest and cans. Unlike alcoholic beverages, carbonated soft drinks have no age limit and are widely available to
consumers in hypermarkets, supermarkets, convenience stores and other retail outlets. In order to appeal to
Survey period 2018 the health conscious, soft drink brands have launched diet or no-sugar versions of their products. In 2018,
nearly 52 percent of American consumers aged between 30 and 49 years had had Coca-Cola Zero within the
Region(s) United States previous month . Some of the biggest companies in the world produced carbonated soft drinks: among them
are Keurig Dr Pepper and PepsiCo , who had a global net revenue of 7.4 and 64.66 billion U.S. dollars,
Number of respondents n.a. respectively. Carbonated soft drinks are segmented into various flavors such as lemon, cola, orange, and grape.
Age group n.a.

Special characteristics n.a.

Published by Beverage Digest

Publication date May 2019

Original source Beverage Digest Fact book 24rd Edition, page 27

Website URL visit the website

Notes: n.a.

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30 References
Market share of leading carbonated soft drink (CSD) companies in the United States from 2004 to 2018*
Market share of leading CSD companies in the U.S. 2004-2018

Description
Source and methodology information
This timeline shows the market share of leading carbonated soft drink (CSD) companies in the United States
Source(s) Beverage Digest from 2004 to 2018. Throughout this entire period, the Coca-Cola Company was the leading CSD company. In
2015, Coca-Cola's carbonated soft drink market share amounted to 42.5 percent. Carbonated soft drinks
Conducted by Beverage Digest Carbonated soft drinks belong to the non-alcoholic beverage industry . Depending on the region, they are also
well-known as soda, pop, or carbonated beverages, and cover drinks containing water, sugar or a type of
Survey period 2004 to 2018 artificial sweetener, and a flavoring agent. Those fizzy drinks are mostly available in regular and diet varieties. A
broader definition of soft drinks may additionally include non-alcoholic ready-to-drink beverages such as juice,
Region(s) United States bottled water, functional drinks (sports and energy drinks), and coffee and tea (hot and iced). Multinational
companies facing the high competition in the soft drink market comprise The Coca-Cola Corporation , Pepsi-Co.
Number of respondents n.a. Inc. and Dr Pepper Snapple. In this segment, The Coca-Cola Corporation and PepsiCo have been long-term
competitors for ages. PepsiCo always has to face the so-called `Pepsi challenge` as rivaling with Coca-Cola. The
Age group n.a.
´Pepsi challenge` originally was set up as a taste experiment. Consumers were invited to degust beverages out
of two blank cups - one filled with Pepsi Cola and one containing Coca-Cola. Consumers were then asked to
Special characteristics n.a.
evaluate the taste of these two drinks and to make a choice which one of them they would prefer. The blind test
Published by Beverage Digest let most Americans surprisingly learn that they would prefer Pepsi Cola over Coca-Cola, only guided by taste.

Publication date May 2019

Original source Beverage Digest Fact book 24rd Edition, page 27

Website URL visit the website

Notes: * Carbonated soft drink market share by volume. ** Other includes Monster
Beverage, Red Bull, Rockstar, Big Red, and all other.

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31 References
Leading carbonated soft drink (CSD) brands in the United States in 2018, based on volume share
Volume share of the leading CSD brands in the U.S. 2018

Description
Source and methodology information
This statistic shows the volume share of the leading carbonated soft drink (CSD) brands in the United States in
Source(s) Beverage Digest 2018. In that year, Mountain Dew's U.S. market share amounted to 6.4 percent. Mountain Dew is owned by
PepsiCo, headquartered in Purchase, NY.
Conducted by Beverage Digest

Survey period 2018

Region(s) United States

Number of respondents n.a.

Age group n.a.

Special characteristics n.a.

Published by Beverage Digest

Publication date May 2019

Original source Beverage Digest Fact book 24rd Edition, page 28

Website URL visit the website

Notes: n.a.

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32 References
Most popular soda brands for summer road trippers in the United States as of May 2014
Most popular soda brands for summer road trippers in the U.S. as of May 2014

Description
Source and methodology information
This statistic shows the most popular soda brands for summer road trippers in the United States as of May
Source(s) TravelDailyNews; Equation Research; Outcast Media 2014. During the survey, 16 percent of the respondents said Pepsi was their favorite soda drink for road trips.

Conducted by Equation Research; Outcast Media

Survey period May 2014

Region(s) United States

Number of respondents 1018

Age group 18 years and older

Special characteristics drive at least 8,000 miles a year, have seen video screens at gas stations
in the past six months, and live in a five-mile radius of an Outcast station

Published by TravelDailyNews

Publication date May 2014

Original source traveldailynews.com

Website URL visit the website

Notes: The type of survey was not provided by the source.

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33 References
Market share of the Pepsi-Cola brand in the United States from 2004 to 2018
Market share of the Pepsi-Cola brand in the U.S. 2004-2018

Description
Source and methodology information
This timeline shows the market share of the Pepsi-Cola brand in the United States from 2004 to 2018. In 2011,
Source(s) Beverage Digest Pepsi-Cola brand's U.S. market share amounted to 9.2 percent. Pepsi-Cola is owned by the American food and
beverage corporation PepsiCo, based in Purchase, NY.
Conducted by Beverage Digest

Survey period 2004 to 2018

Region(s) United States

Number of respondents n.a.

Age group n.a.

Special characteristics n.a.

Published by Beverage Digest

Publication date May 2019

Original source Beverage Digest Fact book 24rd Edition, page 28

Website URL visit the website

Notes: * CSD (carbonated soft drink) market share by volume.

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34 References
Market share of the Diet Pepsi brand in the United States from 2004 to 2018
Market share of the Diet Pepsi brand in the U.S. 2004-2018

Description
Source and methodology information
This timeline shows the market share of the Diet Pepsi brand in the United States from 2004 to 2018. In 2018,
Source(s) Beverage Digest Diet Pepsi brand's U.S. market share amounted to 3.5 percent. Diet Pepsi is owned by PepsiCo, an American
soft drink manufacturer, based in Purchase, NY.
Conducted by Beverage Digest

Survey period 2004 to 2018

Region(s) United States

Number of respondents n.a.

Age group n.a.

Special characteristics n.a.

Published by Beverage Digest

Publication date May 2019

Original source Beverage Digest Fact book 24rd Edition, page 28

Website URL visit the website

Notes: * CSD (carbonated soft drink) market share by volume.

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35 References
Largest global advertisers in 2017, by ad spending (in billion U.S. dollars)
Largest global advertisers 2017

Description
Source and methodology information
This graph shows the amount spent on advertising by largest advertisers worldwide in 2017. Nestle spent 7.2
Source(s) Advertising Age; OnlineMarketing.de billion dollars in the measured period. Samsung Electronics was the largest advertiser worldwide, having
surpassed Procter & Gamble for the first time in history.
Conducted by Advertising Age

Survey period 2017

Region(s) Worldwide

Number of respondents n.a.

Age group n.a.

Special characteristics n.a.

Published by OnlineMarketing.de

Publication date December 2018

Original source onlinemarketing.de

Website URL visit the website

Notes: n.a.

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36 References
Advertising spending of selected beverage brands in the in the United States in 2018 (in million U.S. dollars)
Ad spend of selected beverage brands in the U.S. 2018

Description
Source and methodology information
In the United States, Coca-Cola Company and PepsiCo spend the most on advertising their popular sugary
Source(s) Advertising Age; Kantar Media drinks. Even though bottled water brand such as Aquafina (belonging to PepsiCo) is in the top ten of highest ad
spenders in the country, it pales in comparison to the two major soda brands - Coke and Pepsi. Coca-Cola spent
Conducted by Kantar Media more than 390 million U.S. dollars in 2018 on advertising its flagship beverage, while PepsiCo invested close 260
million in promoting Pepsi that year. At the same time bottled water advertising spending failed to surpass 10
Survey period 2018 million dollars. PepsiCo vs. Coca-Cola Company on the advertising market Both beverage manufacturers
command nearly 70 percent of the soft drink market in the United States , however, Coca-Cola holds more than
Region(s) United States 43 percent of that market. Perhaps that is why PepsiCo is spending considerably more on advertising and
promotion in the country, in an attempt to win over customers. In 2018, Coca-Cola invested some 913 million
Number of respondents n.a. U.S. dollars in advertising in the United States, whereas PepsiCo`s ad expenditures reached roughly 1.49 billion
dollars that same year . The company even underwent a logo redesign back in 2009, which was estimated to
Age group n.a.
cost around one million U.S. dollars, with the aim to have a more modern, simplified appeal. This step has not
changed much in terms of market shares, as PepsiCo still appears to be losing its portion. It could be that higher
Special characteristics measured media only
marketing budgets will increase its chances, but the battle will be a tough one, as loyal fans of either brand are
Published by Advertising Age unlikely to switch to the other.

Publication date June 2019

Original source Advertising Age Leading National Advertisers 2019 Fact Pack, page 32

Website URL visit the website

Notes: The figures include measured-media advertising spending (source: Kantar

Media). Measured media from WPP's Kantar Media based on spending in 19
media: consumer magazines, Sunday magazines, local magazines, business-
to-business magazines, local newspapers, national newspapers, free-standing
inserts, b [...] For more information visit our Website

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37 References
PepsiCo's advertising expenses worldwide from 2013 to 2018 (in billion U.S. dollars)
PepsiCo: ad spend worldwide 2013-2018

Description
Source and methodology information
According to financial reporting, PepsiCo has been devoting between 2.3 and 2.6 billion U.S. dollars to
Source(s) PepsiCo advertising and promotion of its products annually. The company explains that those expenses include media
and personal service prepayments, promotional materials in inventory as well as production costs of future
Conducted by PepsiCo media advertising. External sources calculate that in the United States in 2017 PepsiCo spent nearly 170 million
U.S. dollars on advertising the Pepsi brand alone . What is Pepsi`s position in the beverage market? The Pepsi
Survey period 2013 to 2018 brand is one of the strongest in the world when it comes to value compared to other popular non-alcoholic
beverages. Ranking second globally, Pepsi is positioned just after its biggest competitor Coca-Cola, and way
Region(s) Worldwide ahead of Red Bull, Nescafé and Sprite. PepsiCo also managed to secure a place in the top five in a ranking of
highest selling FMCG companies worldwide , with net sales reaching more than 63 billion U.S. dollars in 2017,
Number of respondents n.a. surpassed by Nestle and P&G. Interestingly, PepsiCo was reported to have much higher sales results than Coca-
Cola Company that year; close to twice the amount. In the United States, both brands are in battle for the
Age group n.a.
biggest piece of the soft drink market pie , but Coca-Cola is winning. PepsiCo has been seeing a decline in its
market share since 2004, whereas Coca-Cola Company is enjoying a strong and steady position.
Special characteristics includes media and personal service prepayments, promotional materials
in inventory, and production costs of future media advertising

Published by PepsiCo

Publication date March 2019

Original source PepsiCo - 2018 Annual Report, page 88

Website URL visit the website

Notes: Figure for 2013 comes from an earlier annual report.

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38 References