KO · News · 20261104N

Competition and Market Share

COCA COLA CO · 2026-11-04 · Importance 20 · Surprise 24

Coke Zero Sugar is gaining on Diet Coke in the sugar-free soda category, while Diet Coke has reportedly had flat sales since 2006. Coke Zero Sugar accounted for 52% of soft drink sales growth last year and continues to climb. Coca-Cola says the two products have distinct flavor profiles and target different demographics.

Key facts

• Coke Zero Sugar accounted for 52% of soft drink sales growth last year and continues to climb, according to the report. source
• Diet Coke sales have been flat since 2006, according to the report. source
• Coca-Cola CEO Henrique Braun said the company focuses on taste and connection, not the “fridge cigarette” nickname for Diet Coke. source
• Coca-Cola clarified that Diet Coke and Coke Zero Sugar are both sugar-free but have distinct flavor profiles targeting different demographics. source