Why Is Pepsi Making a Comeback with Young People?

Ah, the cola wars of yesteryear. Those were simpler times, weren’t they? If a “winner” emerged from that bygone battle for soda supremacy, I think it’s widely understood that Coca-Cola earns the title. But at the same time, it’s never really been that simple—public opinion can change fast and a brand can’t rest on its laurels. Even Coke! In fact, a new study indicates that Pepsi is making inroads with the kids.

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Yup, Pepsi’s popularity is apparently on the rise with young Americans

Data put together by YouGov’s BrandIndex indicates that Pepsi is the second “most considered” soda brand across all demographics; in fact, its “consideration score” rose from 23.4 to 25.8 over the past five years. And that rise was even more pronounced among young folks. In 2021, Pepsi had a 25.1 consideration score with people aged 18-34; now it’s more than ten points higher at 35.3—that’s bonkers.

So what’s behind it??

It’s all about perception, baby! Pepsi’s been able to craft people’s perceptions of the brand with a gauntlet of thoughtful marketing campaigns and relevant collaborations. This has morphed into a change in perception of the quality. If you see your favorite artist drinking Pepsi, you’ll start to think it’s at least worth a recheck after you swore loyalty to Coca-Cola when you were seven.

The other change comes through the lens of perceived value. Is a cola worth its cost? This simple question showed the greatest generational divide. Among the general population in the U.S., Pepsi’s value score dropped from 17.8% to 11.8% over the past five years. Inversely, it rose almost 5% when just looking at young consumers, from 21.4% to 26.2%.

I think we’re all just starting to look at the shitshow going on around us and realizing the crisp little afternoon Pepsi is worth the splurge.