Dr.PEPPER

Dr Pepper’s ascent to the number two spot is a testament to its increasing popularity among consumers. Several factors have contributed to this rise, including successful marketing campaigns, a unique flavor profile that differentiates it from traditional colas, a concerted effort to extend fountain distribution to new properties and strategic partnerships that have expanded its reach.

One of the key elements in Dr Pepper’s growth has been its ability to resonate with younger demographics who are seeking alternatives to the more established cola brands. The brand’s calculated marketing efforts have effectively highlighted its distinctive taste and positioned it as an alternative choice in a crowded market. We also speculate that the country’s recent demographic shifts — with people flocking from all regions into the South, where Dr Pepper has had historic strength — have contributed to the brand’s recent growth.

It’s important to note that while Dr Pepper has replaced Pepsi in the #2 slot, the aggregate portfolio share of PepsiCo brands (Pepsi, Diet Pepsi, Zero, Mountain Dew, Starry, etc.) are still far ahead of the Keurig Dr Pepper portfolio. And, of course, PepsiCo and Keurig Dr Pepper both fall behind the portfolio numbers for Coca-Cola.