So, OK, younger drinkers have developed a fancy for Dr Pepper—but why?
Jack Mackinnon, senior director of cultural insights for the Collage Group, refers to Dr Pepper as “the mainstream, weird soda”—the eccentric alternative to the long-standing binary of Coke vs. Pepsi. And perceptions of uniqueness, he said, are part of its draw for younger drinkers, especially Gen Z.
“Their primary group trait [is what] we call collective individuality—the reversal of previous generations’ [desire to] fit in,” he said.
It’s the flavor, stupid
Dr Pepper’s unusual taste profile is another likely factor in its recent ascendancy. Back in 1963, a federal court ruled that Dr Pepper was a “pepper soda” and not a cola, simply because kola nuts were not on the ingredient list. As the story goes, Dr Pepper’s unusual taste was the result of Charles Alderton trying to capture his apothecary’s spicy smell in the form of a beverage.
According to a spokesperson for Keurig Dr Pepper, the drink’s distinctive flavor—which is actually the fusion of 23 flavors—remains a key advantage in a competitive segment.
“Despite being the oldest major soft drink in the U.S., Dr Pepper has continued to have undeniable momentum in the marketplace,” the spokesperson said. The drink’s capacity for winning new fans “has been enabled by its ability to provide a one-of-a-kind treat for consumers, supported by its original 23-flavor recipe that has defined its unique taste.”
Of course, Dr Pepper’s bite is not for everyone, but Tim Calkins, a marketing professor at Northwestern University’s Kellogg School of Management, believes that’s the point.
“One of the best things that Dr Pepper has going for it is that it is a polarizing brand,” he said. “Some people really like it, and some people don’t. But that makes it very intriguing for people.”
Adding to the intrigue is a raft of new flavors that Keurig Dr Pepper has rolled out to complement the original formula. Last year saw the debut of Strawberries & Cream and, in 2024, Creamy Coconut. Ken Sadowsky, senior food and beverage advisor for food and beverage investment firm Verlinvest, observed that “Dr Pepper’s line extensions may be resonating with consumers of all ages better than Mango Pepsi.”
Even without the new varieties, Dr Pepper’s piquant flavor is increasingly in step with food trends, according to Charles Lindsey, who teaches marketing at the University at Buffalo School of Management.
“Americans have developed a preference for spicier foods,” he said. “That plays well into the flavor profile that Dr Pepper offers.”
So well, in fact, that even Coke seems to have noticed. In February, the brand released its own piquant flavor: Coca-Cola Spiced.
Of course, none of these attributes was necessary to keep centenarian Elizabeth Sullivan from cracking open three cans a day. For the record, she made it all the way to age 106—surely, she’d have said, because of Dr Pepper.
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