From Beverage Digest 7/18/97

Coca-Cola Co's corporate market share exceeds PepsiCo's in 11 major US markets; PepsiCo leads in 4; data covers foodstores for first 5 months 1997. Top-2 markets for Coca-Cola Co are Atlanta with 59.4 share and Dallas/Ft. Worth with 47.8 share. PepsiCo's top-2: Philadelphia with 40.2 and Detroit with 38.9. Table below shows leading company and cola for each market. Share growth. Coca-Cola Co gains most market share in Minneapolis/St. Paul and Providence. PepsiCo posts biggest share gains in New York and Philadelphia. Dr Pepper/Seven Up. DPSU holds #3 corporate rank in all markets except in Dallas/Ft. Worth where it ranks #2 behind Coca-Cola Co. Royal Crown. RC corporate share in Chicago five times higher than national average. Data. Independent data covers 15 markets and full US for year-to-date through 6/1/97 plus changes vs same period 1996. The Green Sheet details brand and corporate market shares and share changes.

Coca-Cola Co. Company gains market share in 12 of 15 markets. Loses share in New York and Denver. Market share is flat in Seattle/Tacoma. Corporate market share exceeds 36.1 national average in 7 markets: Atlanta, Boston, Dallas/Ft. Worth, Los Angeles, Miami/Ft. Lauderdale, Minneapolis/St. Paul, Providence and Seattle/Tacoma.

PepsiCo. PepsiCo gains share in 9 markets. Loses share in 6: Atlanta, Denver, Miami/Ft. Lauderdale, Minneapolis/St. Paul, Providence and Seattle/Tacoma. Company's market share exceeds national average of 31.9 in 5 markets: Denver, Detroit, Minneapolis/St. Paul, Philadelphia and Phoenix/Tucson.

Dr Pepper/Seven Up. Company gains share in 4 markets: Chicago, Los Angeles, San Francisco/Oakland and Seattle/Tacoma. Down or flat in 11. DPSU's corporate market share exceeds national average of 15.1 in 7 markets: Chicago, Dallas/Ft. Worth, Detroit, Los Angeles, Phoenix/Tucson, San Francisco/Oakland and Seattle/Tacoma. Highest share market: Dallas/Ft. Worth at 29.1.

Royal Crown. RC increases share in 2 markets: Denver and Minneapolis/St. Paul. In biggest market, Chicago, RC's share down -1.4. Company's national market share of 1.9 exceeded in Chicago and Phoenix/Tucson. Top share market: Chicago, 9.5.

Cola wars. Coke Classic leads brand Pepsi in 9 markets; Pepsi tops Classic in 6 (chart). Top-3 Coke Classic markets: Atlanta with 26.3 share; Dallas/Ft. Worth at 24.5; Providence at 19.6. Brand Pepsi's top-3 markets: Philadelphia with 20.5 share; Los Angeles at 18.7; Denver, Phoenix both at 17.8. RC Cola's top-3 markets: Chicago with 4.4 share; Phoenix with 1.3; Dallas/Ft. Worth with 0.7.

Split results. In New York and Chicago, Coke leads Pepsi in corporate share, but brand Pepsi leads Coke Classic. In all other markets, leading company has leading cola. Diet colas: Diet Coke ahead of Diet Pepsi in 12 markets; Diet Pepsi leads in Denver, Detroit and Philadelphia.

Sprite vs 7UP. Sprite leads 7UP in 13-of-15 markets. But in 2 markets -- Chicago and San Francisco/Oakland -- 7UP tops Sprite. Top Sprite market: Atlanta with 7.2 share vs 4.3 national average. Top 7UP market: San Francisco/Oakland with 6.8 share vs 2.7 national average. Dr Pepper: Dr Pepper's share above national average of 3.8 in Dallas/Ft. Worth, Denver and Phoenix/Tucson. Dr Pepper registers whopping 16.1 market share in Dallas/Ft. Worth. Mt Dew: Brand's share higher than national average of 4.2 in Denver, Detroit and Minneapolis/St. Paul. Highest share in Minneapolis/St. Paul, 9.4.

Private label. PL loses share in all markets except Miami/Ft. Lauderdale and Seattle/Tacoma. PL's share highest in Providence with 21.5; other strong markets: Miami/Ft. Lauderdale and San Francisco/Oakland each with 20.9. PL share also above 10.7 national average in Atlanta, Boston, New York and Seattle/Tacoma.

---

---

© 1997 Beverage Digest LLC. See site copyright notice for further information.