USA | Pepsi Zero Sugar has strengthened its position in the US zero-sugar cola market, with new results from the 2025 Pepsi Challenge showing a consistent consumer preference over Coke Zero Sugar across all participating locations.
More than one million people participated in blind taste tests across 34 markets, with Pepsi Zero Sugar coming out ahead in every city and state tested.
Pepsi reported national preference rates above 60 percent, including positive results in competitive metro areas such as Atlanta, Chicago and Los Angeles. The activity forms part of the company’s wider investment in its zero-sugar portfolio.
Pepsi Zero Sugar has recorded year-to-date sales growth of more than 30 percent in 2025 and has expanded household penetration by more than one million homes compared with last year. The brand’s growth is also tracking at close to twice the rate of the broader zero-sugar cola category.
The Pepsi Challenge was reintroduced to give consumers a direct comparison without brand cues, reflecting a category environment where low and no-sugar products continue to outperform traditional formulations.
Sampling took place at sports, food and cultural events across 23 states plus Washington, DC, indicating the scale of Pepsi’s efforts to build trial and reinforce taste credentials.
Pepsi will extend the programme into 2026 with more tour stops and the addition of Pepsi Zero Sugar Wild Cherry in selected markets. The cherry variant will also be included in direct comparison tastings against Coke Cherry Zero Sugar.
For retailers, operators and category managers, the results offer an indication of how consumers respond when branding is removed from the purchase decision. As demand for zero-sugar options continues to rise, large-scale blind testing provides additional insight into flavour preferences and switching behaviour.
Pepsi plans to release further details on the 2026 Challenge schedule in the new year.
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