Fizz meets feeling in the cola choice Gen Z is making
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.
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