For decades, Pepsi was the only real competitor to Coca-Cola. Today, that's no longer the case. In 2025, Pepsi isn't even among the top three best-selling sodas in the United States, according to data from Beverage Digest. This is a historic decline for the brand that was once the second most powerful in the carbonated beverage segment.
Meanwhile, Coca-Cola keeps its dominance. The soda market in the United States is worth $97 billion, and Coca-Cola controls 19.1%. Its strategies remain effective: massive advertising, innovation, and a product that consumers have trusted for decades.
Dr Pepper: the unexpected competitor
Pepsi not only lost ground to Coca-Cola, but it was also surpassed by Dr Pepper. This brand, which seemed to be falling behind, now holds second place. With a market share of 8.3%, Dr Pepper has managed to reinvent itself.
Its success is due to several tactics. First, it experimented with new flavors that caught Generation Z's attention on platforms like TikTok. Second, it made smart sponsorships that connected with both young people and adults. Suddenly, Dr Pepper became the drink your uncle remembers with nostalgia and your teenage child takes to school.
Sprite becomes the big surprise
If you thought the battle was between Coca-Cola and Pepsi, the real surprise was Sprite. Yes, the lemon-lime drink, once seen as a mixer for cocktails or hangovers, has now risen to third place. With 8.03% of the market, Sprite surpasses Pepsi's 7.97%.
Sprite has achieved this thanks to a fresh strategy. The "Obey Your Thirst" campaign returned, adapted for Generation Z, with figures like NBA's Anthony Edwards and sprinter Sha'Carri Richardson. In addition, its new Sprite Chill line caused $100 million in sales just last year, all while reducing advertising costs.
What's happening with Pepsi?
Pepsi keeps trying to stay relevant. Its Diet and Zero Sugar portfolio keeps the brand in the conversation. It even revived the Pepsi Challenge, with blind tastings in pop-up stores, trying to attract Coca-Cola Zero consumers. The Wild Cherry variant shows year-over-year growth of 8%.
Even so, the reality is clear: regular Pepsi no longer has the same fizz. Consumers are looking for something lighter, different, or modern. The market share confirms it: today, Pepsi isn't on the podium.
Looking to the future
The soda battle in the United States is no longer a simple duel between Coca-Cola and Pepsi. Dr Pepper and Sprite have shown that innovation, connecting with new generations, and creative campaigns can completely change the rules of the game.
Pepsi hasn't said its last word. If it wants to regain its place, it will have to think beyond the traditional. The competition is now fierce, and consumers are more demanding than ever.