• Dr Pepper has passed Pepsi to become the number-two-selling soda in the United States.
  • Pepsi has fallen into third place.
  • Dr Pepper is trying to grow its brand by adding new flavors of its core product.

Dr Pepper has forced its way into the conversation about top soda brands.

The soda, which the company famously explained in early ads “is not a cola,” has now become the second-best-selling soda in the United States.

Coca-Cola remains the clear market leader, but Dr Pepper has inched past Pepsi to become the number-two soda brand.

“This month, the astonishing news broke that, after more than a century of pitched battle – including ad skirmishes, frantic marketing, and taste tests on both Earth and in space – the cola wars were officially over. Coca-Cola had always been the winner, but its longtime rival, Pepsi, was no longer No 2. Instead, a new challenger had climbed into second place: Dr Pepper,” The Guardian’s Aimee Levitt wrote.

Coca-Cola, Pepsi, and Dr. Pepper soda sales

  • Coca‑Cola: 19.2% of the U.S. carbonated‐soft‐drink market.
  • Dr Pepper: 8.3% of the U.S. market (recently overtaking Pepsi for the #2 spot).
  • Pepsi: 8.0% of the U.S. market in recent data, showing a decline.
    Source: visualcapitalist.com

Dr Pepper, which is owned by Keurig Dr Pepper, has become more experimental in recent years. The company has issued more variants of its core brand and has been expanding the flavor profile with both “permanent” and limited-time offerings.

Recent Dr Pepper soda launches

  • Dr Pepper Blackberry (2025): Launched February 2025 as a permanent flavor. Available in regular and Zero Sugar varieties.
    Source: Keurig Dr Pepper press release
  • Dr Pepper Zero Sugar Creamy Coconut (2024): Limited-time summer flavor that proved popular; sold primarily through Walmart and convenience retailers.
    Source: Convenience.org
  • Dr Pepper Strawberries & Cream (2023): Debuted in early 2023 as a limited release; later made permanent due to strong sales.
  • Dr Pepper Vanilla Float (returned 2025): A returning limited-time flavor available in summer 2025 through Walmart and Amazon.
    Source: The Sun
Dr Pepper has been adding new flavors to its lineup.

KurrigDrPepper

Like Coke and Pepsi, Dr Pepper discontinues flavors

Not every soda flavor introduced finds a big enough fan base to be a long-term success.

“Dr Pepper has gotten creative with flavors in recent years, using them as exclusive giveaways for their rewards program including Fantastic Chocolate, Nashville Reserve (bourbon flavored), Icing on the Cake, and Hot Take (spicy!),” shared the Snackolator Instagram page.

The number-three soda brand has also not been afraid to discontinue flavors.

“And then there are the discontinued flavors such as Dark Berry, Diet Cherry Chocolate, Cherry Vanilla, and Vanilla Float. There are some stores that actually get Vanilla Float still, but they are very hard to find,” the social media site shared.

Unlike Coke and Pepsi, Keurig Dr Pepper did not officially discontinue these soda flavors. Instead it simply stopped making them, and stores ran out once inventory was depleted.

Dr Pepper fans were not thrilled

While not every soda flavor is a hit, it seems like every soda flavor has at least as small group of people who really like it.

Fans of the brand expressed disappointment when their favorite Dr Pepper flavors disappeared, underscoring the brand’s strong emotional connection with consumers.

“Dark Berry was the best thing I’ve ever had,” shared Zoe.Duck on Snackolator’s page.

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Some lamented long-departed flavors.

“I miss the coconut and wish they brought it back! I don’t even like coconut flavored things and that was my fav,” wrote HoloGorgeous.X.

Curly_Sage weighed in with the favorite flavor.

It’s very possible these flavors are not gone for good, as soda companies like to bring back past favorites. That can often be in the form of a limited-time offer, or in a limited partnership with one retailer or restaurant chain.

Dr Pepper has been growing its beverage business

Keurig Dr Pepper is a slow-growing giant in the beverage space.

On the slide, you’ll see over 25 brands that have over $100 million in annual retail sales. They are led by our $3 billion trademarks, brand Dr Pepper, fast approaching the $6 billion mark as well as category leaders like Canada Dry and Mott’s.

Company share estimates for U.S. nonalcoholic beverages

For major companies in the U.S., here is a recent estimate of their share of the nonalcoholic beverages industry:

  • PepsiCo, Inc.:  52.35% (12 months ending Q2 2025)
  • The Coca‑Cola Company: 27.50% (12 months ending Q2 2025)
  • Keurig Dr Pepper Inc.:  8.89% (12 months ending Q2 2025)
    Source: CSI Market
  • In the U.S. beverage market only, PepsiCo is the largest by share because its portfolio spans carbonated soft drinks, bottled water, sports drinks, and juices, not just soda.
  • Coca‑Cola dominates soda specifically, but PepsiCo’s broader beverage portfolio gives it the edge overall in nonalcoholic beverages.

Keurig Dr Pepper plans more innovation

Keurig Dr Pepper has focused on growing market share and gaining footholds for more of its brands. That has been working, according to remarks made by the company’s U.S. President of Refreshment Beverages Eric Gorli during the company’s third-quarter earnings call.

“On the slide, you’ll see over 25 brands that have over $100 million in annual retail sales. They are led by our $3 billion trademarks, brand Dr Pepper, fast approaching the $6 billion mark, as well as category leaders like Canada Dry and Mott’s,” he shared.

CEO Timothy Cofer shared his pride in what has happened with the company’s top brand.

“Our flagship Dr Pepper, we’ve turned this into the CSD (carbonated soft drink) category’s innovation and marketing leader. We’ve driven nearly a decade of consistent market share gains, and we’ve established ourselves as the #2 market share position in the category,” he said.

He also noted during the call that Keurig Dr Pepper has made inroads into other categories.

“We’ve thoughtfully built out meaningful incremental growth platforms in white spaces that we previously didn’t compete in like energy and sports hydration,” he added.

The company’s flagship product has succeeded, partially because of its marketing, Greenwich Capital Group Managing Director Andrew Dickow told The Food Institute.

“Dr Pepper has distinguished itself through effective marketing campaigns that emphasize its unique flavor and individuality. This strategy resonates particularly well with younger demographics seeking alternatives to traditional cola drinks,” he shared.