Pepsi Surpasses Diet Coke in US
Pepsi surpassed Diet Coke and is now the number two soda brand in the US behind Coca-Cola.
According to trade publication Beverage Digest, Diet Coke's overall volume fell by 6.6 per cent in 2014 and now has a market share of 8.5 per cent. Pepsi's current market share is slightly bigger at 8.8 per cent.
Coca-Cola still remains the market leader with a total share of 17.6 per cent, even though volumes increased only by 0.1 per cent in 2014.
Pepsi surpassing Diet Coke is an indicator for American's growing dislike of diet sodas, according to a study by Morgen Stanley Research from 2014.
There has been a drop of nearly 20 per cent in low-calorie soda consumption over the last five years, according to Euromonitor.
"Consumer's attitudes towards sweeteners have really changed," Howard Telford, an industry analyst with Euromonitor, told Washington Post. "There's a very negative perception about artificial sweeteners. The industry is still trying to get its head around this."
Many soda companies have started to experiment with natural but still low-calorie sweeteners, such as stevia, for that reason, hoping to win customers back.
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