Market Research / Demographics

Table of Contents


Soft Drink Market: Total Market, Brand Share of Total Market, Frequency of Use, Brand Share of Total vs. Daily Drinkers, Age, Gender, Income, Region

Item 2017 2018
Total Number of Consumers Ages 13+ Drank Soft Drink 162,893,000 157,389,000
% of Total U.S. Population Ages 13+ 60.3% 57.7%
BRAND SHARE OF MARKET (ALL INDIVIDUALS WHO DRINK A BRAND MOST OFTEN AS A % OF ALL INDIVIDUALS WHO DRINK SOFT DRINKS)
Coca-Cola (Coca-Cola Company) 18.8 19.4
Diet Coke (Coca-Cola) 13.5 13.1
Pepsi (PepsiCo) 8.9 9.5
Dr. Pepper (Keurig Dr Pepper) 8.5 7.8
Sprite (Coca-Cola Company) 7.4 6.4
Diet Pepsi (PepsiCo) 5.4 6.1
Coca-Cola Zero (All) (Coca-Cola Company) 6.3 5.7
Mountain Dew (PepsiCo) 4.6 4.5
Diet Dr. Pepper (Keurig Dr Pepper) 3.1 3.6
A&W Root Beer (Keurig Dr Pepper) 2.7 2.9
Canada Dry Ginger Ale (Keurig Dr Pepper) 2.4 2.7
Diet Mountain Dew (PepsiCo) 1.7 2.1
7 Up (any flavor) (Keurig Dr Pepper) 1.7 2.0
Barq's Root Beer (regular or diet) (Coca-Cola Company) 1.3 1.5
Fanta (Coca-Cola Company) n/a 1.3
Cherry Coke (Coca-Cola Company) 1.3 1.1
Other 12.3 11.5
Total 100.0 100.0
% OF MARKET BY FREQUENCY OF DRINKING SOFT DRINKS
Daily 23.1 24.3
3-6 days/week 18.6 18.8
1-2 days/week 22.5 23.2
2-3 times/month 17.3 16.9
Once a month 8.3 8.0
Less than once a month 10.2 8.7
Total 100.0 100.0
Median number of days a month 6.5 6.8
% BRAND SHARE FOR TOTAL MARKET VS. % BRAND SHARE AMONG USERS DRINKING SOFT DRINKS EVERY DAY
Each brand's information is in two parts: 0.0 (Share of total Market)/0.0 (Share of every-day drinkers)
Coca-Cola 18.8/17.0 19.4/16.5
Diet Coke 13.5/16.9 13.1/15.0
Pepsi 8.9/12.1 9.5/13.1
Dr. Pepper 8.5/7.8 7.8/5.7
Sprite 7.4/2.7 6.4/3.0
Diet Pepsi 5.4/8.5 6.1/8.7
Coca-Cola Zero/Coca-Cola Zero Sugar 6.3/8.0 5.7/6.9
Mountain Dew 4.6/5.5 4.5/6.2
Diet Dr. Pepper 3.1/4.4 3.6/4.3
A&W Root Beer 2.7/1.0 2.9/1.3
Canada Dry Ginger Ale 2.4/0.9 2.7/1.3
Diet Mountain Dew 1.7/3.3 2.1/3.9
7 Up (any flavor) 1.7/0.6 2.0/2.1
Barq's Root Beer (regular or diet) 1.3/0.5 1.5/0.9
Cherry Coke 1.3/0.8 1.1/1.1
% OF MARKET BY DEMOGRAPHIC SEGMENT
---% by Age Group
13-17 6.6 5.8
18-24 6.5 4.7
25-34 15.0 13.7
35-49 24.0 24.9
50-64 27.3 28.2
65+ 20.6 22.6
Total 100.0 100.0
---% by Gender
Male 47.9 47.4
Female 52.1 52.6
Total 100.0 100.0
---% by Annual HH Income
Under $25,000 20.8 19.3
$25,000-$49,999 22.3 22.1
$50,000-$99,999 29.3 30.7
$100,000 or more 27.0 27.9
Total 100.0 100.0
---% by Geographic Region
Northeast 17.7 17.5
North Central 21.1 22.8
South 37.6 37.4
West 23.6 22.3
Total 100.0 100.0
Source: CBA