That chart is wild. Coca-Cola, PepsiCo, and Keurig Dr Pepper control nearly 94% of the soft drink market. Every “different” soda in the cooler? Probably tied to one of these giants.
The power of consolidation
These brands didn’t get here by accident. They built massive portfolios through smart acquisitions and branding. Each “new” flavor or brand keeps customers in the family — whether you grab a Coke, Gatorade, or Dr Pepper.
Why it works
- Brand variety = perception of choice
- Shared distribution = huge economies of scale
- Shelf domination = less room for competitors
- Cross-promotion = shared marketing muscle
Real-world examples
- Coca-Cola owns 500+ brands globally, from Sprite to Dasani
- PepsiCo bought SodaStream to tap into the at-home beverage market
- Keurig Dr Pepper merged in 2018, giving it a $10B+ market cap boost
- Unilever uses the same model in personal care (Axe, Dove, Vaseline)