Data published by polling firm YouGov suggests that Pepsi has now surpassed its traditional nemesis Coca-Cola for UK consumer consideration, with its sugar-free option, Pepsi Max, taking the top spot for cola preference in Britain.
Over one in four (26%) Brits surveyed said that Pepsi Max would be the first brand they would consider when next shopping for cola, followed by traditional Coca-Cola (23%), Coca-Cola Zero (22%) and Diet Coke (21%).
Traditional Pepsi rounded out the top five with 13%. However, YouGov noted that although its sugar-free offering, Pepsi Max, has taken the top spot, Coca-Cola’s products still enjoy a greater share of consideration among the British public when treated as a single portfolio.
Among age groups, Pepsi Max saw its biggest increase in consideration among 18-34-year-olds, rising from 26% to 32%, notably larger than the increase among the general population.
YouGov suggests that this may be partly due to heavy marketing investment, spearheaded by its Elevating the Everyday campaign, as well as strong visibility in sporting contexts. Pepsi Max has featured prominently during UEFA Champions League coverage and, in March 2026, secured a deal to become the official soft drink of the England football team.
