Fizz meets feeling in the cola choice Gen Z is making

Time of India

2 days ago

Coca-Cola is currently winning the hearts of India's Gen Z, surpassing Pepsi in emotional connection, according to the ET Snapchat Gen Z Index. The study highlights Coca-Cola's success in building trust, excitement, and brand love among young consumers. While both brands have visibility, Coca-Cola's authentic and emotionally resonant messaging gives it an edge in fostering loyalty with this generation.
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India's Gen Z is redefining preferences in a long-standing cola rivalry. As per the latest findings from the ET Snapchat Gen Z Index Coca-Cola enjoys a stronger emotional bond with young Indian consumers than Pepsi — driven by deeper trust, visual appeal, and consistent brand messaging.The study, conducted by Kantar, shows that Coca-Cola outperforms Pepsi across key emotional metrics such as excitement, advocacy, and brand love. While both brands maintain strong visibility and familiarity, Coke appears to connect more meaningfully with this generation.The ET Snapchat Gen Z Index was mapped to record changes over a 3-month period.Gen Z's brand choices go beyond taste. Coca-Cola's stronger performance is rooted in how it makes young consumers feel — from the way it's positioned to how it communicates. The findings suggest that Gen Z is more likely to feel positively about Coca-Cola and to recommend it within their circles.In contrast, Pepsi sees less enthusiasm and lower peer-driven advocacy. Despite its ongoing efforts to remain relevant, the brand appears to be facing challenges in turning consumer use into deeper loyalty among young Indians.One of the key insights from the study is that emotional edge matters. Coca-Cola scores better on sentiment-related factors such as trust and excitement — both of which contribute to long-term preference. This puts the brand in a stronger position to retain and grow loyalty within the Gen Z segment.The generational shift also reflects changing attitudes toward influence. With Gen Z placing low trust in celebrity endorsements, campaigns that rely on nostalgia or famous faces may no longer be enough. Instead, consistent and relatable branding is gaining more traction.The report signals a clear takeaway — Coca-Cola has struck the right chord with Gen Z by staying authentic and emotionally resonant. While both cola giants remain deeply rooted in the Indian market, it's Coke that currently holds the advantage in terms of brand affinity and emotional relevance among the country's youngest consumers.