US: Dr Pepper is gathering steam when the soda segment is going flat – Who are its customers?

Media reports suggest that Dr Pepper has made gains over the past year even as the overall soda market goes flat. According to YouGov Profiles data, Dr Pepper is one of the most popular drinks in the United States.

Among which generation of soda drinkers in the US is Dr Pepper most popular? 

According to YouGov Profiles - which covers demographic, psychographic, attitudinal, and behavioral consumer metrics - Dr Pepper’s current customer demographic is dominated by Gen X and Millennials.

The brand is less popular among the youngest demographic we track. Gen Z customers comprise around 6% of Dr Pepper’s current customer base.

The Current Customer metric - which measures how many customers have purchased a drink from the brand in the past 30 days - shows that almost two-fifths (36%) of Dr Pepper customers belong to Gen X.

Gen X is followed by Millennials (born between 1982 and 1999), who make up almost one-third (29%) of the Plano, Texas-based company’s customer base. Baby Boomers are not far behind, with over a quarter (26%) of Dr Pepper’s current customers being born between 1946 and 1964.

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Methodology:    YouGov Profiles is based on continuously collected data and rolling surveys, rather than from a single limited questionnaire. Profiles data for US is nationally representative and weighted by age, gender, education, region, and race. Learn more about Profiles.