- Dr Pepper has handed Pepsi to change into the number-two-selling soda in the US.
- Pepsi has fallen into third place.
- Dr Pepper is making an attempt to develop its model by including new flavors of its core product.
Dr Pepper has pressured its means into the dialog about prime soda manufacturers.
The soda, which the corporate famously defined in early advertisements “is not a cola,” has now change into the second-best-selling soda in the US.
Coca-Cola stays the clear market chief, however Dr Pepper has inched previous Pepsi to change into the number-two soda model.
“This month, the astonishing news broke that, after more than a century of pitched battle – including ad skirmishes, frantic marketing, and taste tests on both Earth and in space – the cola wars were officially over. Coca-Cola had always been the winner, but its longtime rival, Pepsi, was no longer No 2. Instead, a new challenger had climbed into second place: Dr Pepper,” The Guardian’s Aimee Levitt wrote.
Coca-Cola, Pepsi, and Dr. Pepper soda gross sales
- Coca‑Cola: 19.2% of the U.S. carbonated‐smooth‐drink market.
- Dr Pepper: 8.3% of the U.S. market (not too long ago overtaking Pepsi for the #2 spot).
- Pepsi: 8.0% of the U.S. market in latest information, displaying a decline.
Supply: visualcapitalist.com
Dr Pepper, which is owned by Keurig Dr Pepper, has change into extra experimental lately. The corporate has issued extra variants of its core model and has been increasing the flavour profile with each “permanent” and limited-time choices.
Latest Dr Pepper soda launches
- Dr Pepper Blackberry (2025): Launched February 2025 as a everlasting taste. Out there in common and Zero Sugar varieties.
Supply: Keurig Dr Pepper press launch - Dr Pepper Zero Sugar Creamy Coconut (2024): Restricted-time summer season taste that proved in style; offered primarily by way of Walmart and comfort retailers.
Supply: Comfort.org - Dr Pepper Strawberries & Cream (2023): Debuted in early 2023 as a restricted launch; later made everlasting as a consequence of robust gross sales.
- Dr Pepper Vanilla Float (returned 2025): A returning limited-time taste obtainable in summer season 2025 by way of Walmart and Amazon.
Supply: The Solar
Dr Pepper has been including new flavors to its lineup.
KurrigDrPepper
Like Coke and Pepsi, Dr Pepper discontinues flavors
Not each soda taste launched finds a sufficiently big fan base to be a long-term success.
“Dr Pepper has gotten creative with flavors in recent years, using them as exclusive giveaways for their rewards program including Fantastic Chocolate, Nashville Reserve (bourbon flavored), Icing on the Cake, and Hot Take (spicy!),” shared the Snackolator Instagram web page.
The number-three soda model has additionally not been afraid to discontinue flavors.
“And then there are the discontinued flavors such as Dark Berry, Diet Cherry Chocolate, Cherry Vanilla, and Vanilla Float. There are some stores that actually get Vanilla Float still, but they are very hard to find,” the social media website shared.
Not like Coke and Pepsi, Keurig Dr Pepper didn’t formally discontinue these soda flavors. As an alternative it merely stopped making them, and shops ran out as soon as stock was depleted.
Dr Pepper followers weren’t thrilled
Whereas not each soda taste is successful, it looks like each soda taste has not less than as small group of people that actually prefer it.
Followers of the model expressed disappointment when their favourite Dr Pepper flavors disappeared, underscoring the model’s robust emotional reference to customers.
“Dark Berry was the best thing I’ve ever had,” shared Zoe.Duck on Snackolator’s web page.
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Some lamented long-departed flavors.
“I miss the coconut and wish they brought it back! I don’t even like coconut flavored things and that was my fav,” wrote HoloGorgeous.X.
Curly_Sage weighed in with the favourite taste.
It’s totally doable these flavors will not be gone for good, as soda corporations prefer to carry again previous favorites. That may usually be within the type of a limited-time provide, or in a restricted partnership with one retailer or restaurant chain.
Dr Pepper has been rising its beverage enterprise
Keurig Dr Pepper is a slow-growing large within the beverage area.
On the slide, you may see over 25 manufacturers which have over $100 million in annual retail gross sales. They’re led by our $3 billion logos, model Dr Pepper, quick approaching the $6 billion mark in addition to class leaders like Canada Dry and Mott’s.
Firm share estimates for U.S. nonalcoholic drinks
For main corporations within the U.S., here’s a latest estimate of their share of the nonalcoholic drinks business:
- PepsiCo, Inc.: 52.35% (12 months ending Q2 2025)
- The Coca‑Cola Firm: 27.50% (12 months ending Q2 2025)
- Keurig Dr Pepper Inc.: 8.89% (12 months ending Q2 2025)
Supply: CSI Market - Within the U.S. beverage market solely, PepsiCo is the biggest by share as a result of its portfolio spans carbonated smooth drinks, bottled water, sports activities drinks, and juices, not simply soda.
- Coca‑Cola dominates soda particularly, however PepsiCo’s broader beverage portfolio provides it the sting general in nonalcoholic drinks.
Keurig Dr Pepper plans extra innovation
Keurig Dr Pepper has targeted on rising market share and gaining footholds for extra of its manufacturers. That has been working, in response to remarks made by the corporate’s U.S. President of Refreshment Drinks Eric Gorli in the course of the firm’s third-quarter earnings name.
“On the slide, you’ll see over 25 brands that have over $100 million in annual retail sales. They are led by our $3 billion trademarks, brand Dr Pepper, fast approaching the $6 billion mark, as well as category leaders like Canada Dry and Mott’s,” he shared.
CEO Timothy Cofer shared his satisfaction in what has occurred with the corporate’s prime model.
“Our flagship Dr Pepper, we’ve turned this into the CSD (carbonated soft drink) category’s innovation and marketing leader. We’ve driven nearly a decade of consistent market share gains, and we’ve established ourselves as the #2 market share position in the category,” he mentioned.
He additionally famous in the course of the name that Keurig Dr Pepper has made inroads into different classes.
“We’ve thoughtfully built out meaningful incremental growth platforms in white spaces that we previously didn’t compete in like energy and sports hydration,” he added.
The corporate’s flagship product has succeeded, partially due to its advertising and marketing, Greenwich Capital Group Managing Director Andrew Dickow instructed The Meals Institute.
“Dr Pepper has distinguished itself by way of efficient advertising and marketing campaigns that emphasize its distinctive taste and individuality. This technique resonates notably properly with youthful demographics in search of options to conventional cola drinks,” he shared.
