Pepsi Passes Diet Coke in Market Share as Artificial Sweeteners Fall Out of Favor
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Indeed, among the top 10 soda brands, regular brands out-performed diets across the board last year. No. 7-ranked Diet Pepsi, for instance, lost 5.2% volume, according to Beverage Digest. Coke-owned Sprite grew by 1%. Coke-owned Fanta was up by 5%, passing PepsiCo-owned Diet Mtn Dew for eighth place. Diet Dr Pepper, while not a top-10 brand, fell by 7.9%.
A Coca-Cola spokeswoman said: “Diet Coke performance has been improving slightly, but we still have a lot more work to do. We’re committed to doing that and committed to getting the brand back on the road to sales growth again. Central to that is the positive reinforcement of brand equities and brand attributes like taste, refreshment and uplift, and that’s a major part of our focus with the Diet Coke ‘Get A Taste’ campaign.”
In a statement, PepsiCo said: “We’re pleased with the progress we made in 2014. We delivered top-line growth and strong innovation and we gained LRB (liquid refreshment beverages) value share relative to our primary competitor in measured channels. Our diverse beverage portfolio strategy continues to position PepsiCo for sustainable, long-term growth.”
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