YouGov data indicates that Pepsi has overtaken Coca-Cola as the UK’s leading cola brand for consumer consideration. Pepsi Max, the company’s sugar-free variant, now ranks as the product British shoppers are most likely to consider during their next cola purchase.
The survey found that 26% of respondents would choose Pepsi Max as their first consideration. Coca-Cola followed at 23%, ahead of Coca-Cola Zero at 22% and Diet Coke at 21%. Standard Pepsi completed the top five with 13%.
Despite Pepsi Max’s individual lead, Coca-Cola retains the stronger overall position when its products are combined as a portfolio. The findings therefore highlight how brand architecture and product segmentation continue to influence purchasing decisions across the food and beverage industry.
Pepsi Max recorded its most substantial gain among consumers aged 18 to 34. Consideration within this group climbed from 26% to 32%, outpacing the increase recorded across the wider population.
YouGov linked the growth partly to significant marketing activity, particularly the brand’s Elevating the Everyday campaign, alongside its strong presence in sport. Pepsi Max has maintained prominent exposure during UEFA Champions League broadcasts and became the official soft drink of the England football team under a deal agreed in March 2026.
The results offer useful insight into food and drink consumer trends, while also reflecting wider food and beverage industry trends. For manufacturers and brand owners, the performance of Pepsi Max demonstrates the value of food and drink marketing, targeted sponsorship and continued investment in products aligned with changing preferences. These developments sit alongside broader food manufacturing trends, advances in food processing technology, food distribution trends, food and drink innovation, food and drink sustainability, evolving food and drink regulations and ongoing developments in food and drink packaging.
