The CPG Trend Sheet

Most Recent CPG Trends and Insights

The Latest

Fizzy Data: Did Dr. Pepper really catch up with Pepsi?

Stop me if you’ve heard this before: You’re sitting at your desk, staring at a sea of data, trying to understand how your soft drink brand is performing. You wonder if you’re missing something crucial as buying behavior shifts rapidly. If this sounds familiar, you’re not alone. Soft drink marketers like you grapple with overwhelming data that often feels too much or insufficient to make intelligent business decisions.

Rise of Healthier Alternatives

The soft drink market is experiencing a noticeable shift towards healthier alternatives. Brands like Olipop and Poppi, which offer prebiotic sodas, and seltzers like Topo Chico and Spindrift have gained significant traction. Consumers are increasingly looking for beverages that align with their health-conscious lifestyles, contributing to a 5.1% year-over-year growth in the category.

Impact on Traditional Soft Drink Brands

This shift has pressured traditional soft drink brands like Coca-Cola, Pepsi, and Dr Pepper. While these giants hold substantial market shares, they must adapt to changing consumer preferences. According to Evidnt’s data, Pepsi has seen a decline in market share from 13% in 2022 to 11% currently, while Dr Pepper has gained some ground. However, recent reports suggesting Dr Pepper is overtaking Pepsi in sales are misleading. The real issue is the lack of deep, real-time data and access to the vast, often unstructured, independent retail data. This limitation inhibits a comprehensive understanding of market dynamics, especially in multicultural dine-in and retail locations.

At Evidnt, we specialize in providing unique data insights that help brands navigate these complexities. By leveraging our extensive industry knowledge and near real-time data, we offer a clearer picture of the market that others might miss.

Performance of Top Brands

Market Share Breakdown

Top brands like Coca-Cola, Pepsi, and Dr Pepper dominate the soft drink market with shares of 28%, 11%, and 9% respectively. However, the dynamics within this landscape are rapidly evolving. Despite Coca-Cola’s leading position, the competition is intensifying, especially with the rise of healthier alternatives and changing consumer preferences.

Evidnt’s data reveals nuanced shifts that might not be immediately visible through traditional data sources. For instance, while Dr Pepper has made gains, it still faces significant distribution challenges, particularly in multicultural retail and dine-in locations.

Navigating the Post-Covid Market

The Rise of Omnichannel Buying

The pandemic has accelerated the adoption of online shopping and heightened the importance of omnichannel strategies. Brands and retailers can no longer ignore how buyers interact with digital and physical touchpoints. The shift towards omnichannel buying has been one of the most significant changes since Covid-19. Consumers now expect seamless experiences whether they shop online, in-store, or through a combination. This trend is particularly evident in the beverage sector, where convenience and availability are crucial in purchasing decisions.

Brands that have adapted to this shift by integrating their online and offline strategies are seeing the benefits. The expanding e-commerce and DTC channels have become powerful growth drivers. Soft drink companies have strengthened their online presence, optimized their websites for easy ordering, and partnered with e-commerce platforms, resulting in increased sales and consumer engagement.

The Growing Multicultural Market

Multicultural marketing remains a strategic priority for many companies, recognizing the economic power of diverse consumers. In 2024, two-thirds of companies plan to maintain or increase multicultural marketing budgets. The growing influence of Hispanic, African American, and Asian American communities drives this shift, with brands aiming to better represent and impact these diverse audiences. For instance, the soft drink market in multicultural retail and dine-in locations presents significant opportunities for growth, particularly for brands like Dr Pepper that need to expand their distribution channels.

Strategies for Growth

To thrive in this new landscape, brands need to:

  1. Leverage Real-Time Data: Make informed decisions based on the latest data trends. This includes understanding shifts in consumer preferences, tracking sales across different channels, and identifying emerging market opportunities.
  2. Target Multicultural Markets: Focus on expanding distribution in independent, multicultural, and dine-in locations. This is an underutilized avenue that holds significant potential for growth, especially for brands like Dr Pepper.
  3. Invest in Digital Transformation: Ensure your digital presence is robust. This includes optimizing e-commerce platforms, engaging with consumers on social media, and utilizing digital marketing to drive brand awareness and loyalty.


Staying ahead in a rapidly evolving market requires more than just traditional data analysis. At Evidnt, we provide the unique, real-time insights you need to navigate these changes and make strategic decisions. By understanding the rise of healthier alternatives, adapting to omnichannel buying behaviors, and leveraging our deep industry knowledge, you can position your brand for success.

Don’t let outdated data hold you back. Embrace the power of real-time insights and drive your brand forward with confidence.

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