Pepsi surpasses Diet Coke in huge soda shift
Diet Coke volume fell 6.6% in 2014, according to the trade publication Beverage Digest.The drink now has a market share of 8.5%, slightly smaller than Pepsi's 8.8% share.Advertisement
Coca-Cola remains a clear leader, with a 17.6% share of the market. But volumes increased only 0.1% in 2014.
Here's how the rankings shake out, according to Beverage Digest.
Diet Coke has been the second biggest brand by volume in the US since 2010, when it pushed Pepsi to the No. 3 spot.Pepsi's shift back to the No. 2 spot is evidence of Americans' growing dislike for diet sodas, as shown in the chart below from a Morgan Stanley report last year.
Americans are drinking less soda overall, but diet drinks have been hit particularly hard because of a growing mistrust of artificial sweeteners.
"Consumer's attitudes towards sweeteners have really changed," said Howard Telford, an industry analyst with Euromonitor, told the Washington Post. "There's a very negative perception about artificial sweeteners. The industry is still trying to get its head around this."