New market research has uncovered a fascinating shift in consumer preferences during Donald Trump's presidency, with Coca-Cola gaining significant ground over its rival PepsiCo.
According to data from Mintel, Coca-Cola's popularity surged among US consumers while Trump was in office, whereas Pepsi experienced a noticeable decline. The findings suggest political associations may have played a role in shaping drinking habits.
The Political Fizz Factor
Analysts observed that Coca-Cola's brand perception improved markedly between 2016 and 2020, coinciding with Trump's term. Meanwhile, PepsiCo - which had previously positioned itself as more progressive - saw its approval ratings slip among certain consumer groups.
Key Findings:
- Coca-Cola's consumer approval rose by 8% during Trump's presidency
- Pepsi's popularity dropped by 5% among the same demographic
- Conservative-leaning consumers showed strongest preference shift
- Brand politicisation appears to influence purchasing decisions
The research highlights how even everyday products like soft drinks can become entangled in political narratives. With Trump's potential 2024 run looming, beverage companies may need to carefully consider their brand positioning.
Market experts warn that alienating any consumer group can have lasting consequences in the highly competitive soft drink sector, where brand loyalty is fiercely contested.
