Cola Wars: Coke vs. Pepsi, and What Your Preference Says About You
Coca-Cola and Pepsi Co. are up there with McDonald’s and Starbucks on the short list of some of the world’s most internationally recognizable brands; as Hunch’s data illustrates, there are devoted Coke and Pepsi drinkers in all corners of the globe.
To date, around 38,000 Hunch users on six continents have answered the THAY question: “Coke or Pepsi?” Which led us to wonder what other correlations can be assigned to the Coke and Pepsi camps, respectively?
PREFERENCE BY AGE
While Coke is preferred to Pepsi in all age groups (among Hunch users), Coke’s relative preference ratio varies. It’s strongest in the 18-49 age groups, at about a 2.4:1 preference to Pepsi. Among those under 18, that falls somewhat to about 2.1:1. It falls further, to 2.0 among Hunch users 50-64, and falls to a low of 1.5:1 among those 65+.
PREFERENCE BY LOCATION
Geographically speaking, Coke has the strongest relative preference advantage to Pepsi in South America. Preference is still strong (but falls slightly) in Europe, Oceania and Africa. It falls further (but still enjoys a 2:1 preference advantage) among North American and Asian Hunch users.
SNAPSHOT OF FINDINGS
- Coke drinkers are habitual e-mail checkers (in part because they have multiple e-mail accounts) who either live in the ‘burbs or an urban environment. They’re devoted foodies who love their sushi, order their burgers with some pink in the middle, prefer their fries bistro style and birthday cakes to be either made from scratch or purchased from a bakery (no cake mixes here). Furnished with the likes of Crate & Barrel and Ikea, their homes are stylish and contemporary — a comfortable place to return to after their travels, which are frequent. Coke drinkers definitely have a valid passport and are more likely to speak several languages.
- Pepsi drinkers, on the other hand, might not have had a vacation in the past six months and it’s going to be a while before they get out of the country (if ever). They’re more likely to be homebodies who enjoy spending time with their children and catching up with their favorite TV programs. Periodicals such as Better Homes & Gardens and the Food Network Magazine inspire DIY projects in the kitchen and around the home. And while they love their Facebook — Pepsi drinkers are more likely to be avid Facebook users — the iPhone? They could take it or leave it.
Here’s how an illustrator summarized all that:
Here is a chart with the complete list of correlations: