Pepsi has emerged as the most improved carbonated soft drinks brand in the UK in YouGov’s Soft Drink Brand Ranking 2025 report.
This reflects significant year-on-year growth for Pepsi in what YouGov coins ‘consumer consideration’.
Consideration scores are measured using YouGov’s BrandIndex tracking tool and based on respondents’ answers to questions such as ‘When you are in the market next to purchase beverages?’ and ‘Which brand would you consider purchasing?’
The higher ranking for Pepsi suggests successful brand revitalisation and marketing efforts, particularly in capturing interesting across broader demographics.
Coca-Cola kept a strong foothold, ranking second in overall in brand consideration and appearing in the top three in most improved. It continues to dominate among Gen Z (1997-2007) and Millennial consumers (1981-1996).
Meanwhile, the older generations showed a preference for diet variants and tonics, such as Pepsi Max, Coca-Cola Zero, Fever Tree, and Schweppes. This aligns with Gen X (1965-1980) and Baby Boomer+ (pre 1964) consumers’ focus on lower sugar options.
Coca-Cola scored top among men, whilst women opted for San Pellegrino.
San Pellegrino ranked number one for overall consideration, signalling a shift towards more premium, lifestyle-orientated carbonated offerings. Although it didn’t rank in the top three for any age group, it ranked reasonably across the different generations.
In the non-carbonated category, Robinsons leads the overall consideration by a significant margin, underscoring its strong household recognition and broad family appeal. Although Ribena has particular traction among Gen Z and Millennial consumers.
This contrast highlights a generational divide in non-carbonated drink preferences, with legacy loyalty competing against Gen Z targeted marketing initiatives.
Both sexes ranked Robinsons as their favourite non-carbonated drink brand, while Lipton Ice Tea was revealed as the most-improved non-carbonated soft drink brand.
