What if I told you this chart is a crime scene?
Welcome to the bustling vibe of a pick n pay near the beachfront in Durban, where the sound of waves meets the sizzle of boerewors on the grill. As you wander through the aisles, one thing stands out: the fervent interest in Pepsi Max. Our latest data reveals a striking average of 16,664 searches per month for this zero-sugar marvel, with a whopping 24% year-on-year growth. This is not just a beverage; it’s a phenomenon.
What jumps out of the numbers is the consistent upward trajectory from 174,515 estimated annual searches in 2022 to predictions soaring beyond 174515 searches by 2026. That’s right; it’s likely to reach nearly a quarter of a million searches a year! This trend illustrates a growing preference among South Africans for not only less sugar but also more flavor, which Pepsi Max promises. It’s a clear indication: consumers are becoming more discerning, seeking that bold taste without the sugar kick.
We read this trend as a shift in the beverage landscape. It’s not just about quenching thirst anymore; it’s about experience. As Pepsi Max gains traction, other brands in the soft drink space will need to step up their game. The data tells us that if you're not considering Pepsi Max for your next gathering or beach party, you might just be missing out on something big.
| Region | Value | YoY | Verdict |
|---|---|---|---|
| 2022 | 174,515 | — | Chasing |
| 2023 | 185,740 | — | Chasing |
| 2024 | 196,940 | — | Chasing |
| 2025 | 211,970 | — | Chasing |
| 2026 | 249,632 | — | Chasing |
Pepsi Max peaked at ~249,632 annual searches in 2026 (+18% vs 2025). 2026 is tracking ~249,632 (projected full year).
What this means for the SA market
The South African market is reacting swiftly to the rising tide of Pepsi Max. The numbers indicate a trend where consumers are gravitating towards healthier options that don’t skimp on taste. This aligns with broader global trends that have seen a shift in consumer preferences towards low-calorie beverages. With Pepsi Max’s consistent rise in search interest, local retailers like Checkers and Shoprite might want to rethink their beverage aisle strategies.
Gauteng, home to a massive population, leads the pack in monthly searches, which translates to greater market potential. However, don't discount the Western Cape and KZN. With cities like Durban and Cape Town embracing the beach culture, brands that tap into this lifestyle can gain significant traction. And let’s face it, nobody wants to be the last one offering sugary sodas at a beach braai in Ballito.
The December spike in searches during the festive season, which is notorious for parties and gatherings, indicates that Pepsi Max is become a staple at holiday events. Retailers should prepare for increased demand, ensuring that Pepsi Max is front and center in their promotional strategies.
What SA search behaviour reveals about consumers
When it comes to consumer behavior, the data surrounding Pepsi Max is telling a vivid story. The younger demographic is particularly driving interest, with millennials and Gen Z gravitating towards zero-sugar beverages. This trend indicates an evolution in consumer consciousness, where health and taste go hand in hand. Venues like The Living Room in Johannesburg are likely already capitalizing on this trend, introducing Pepsi Max to their drink menus.
The digital landscape is also playing a significant role, with many consumers utilizing platforms like Mr D and Uber Eats to find their favorite drinks. It’s a convenient world, and searching for Pepsi Max on these delivery platforms represents not only intent but also the willingness to pay a premium for their favorite beverage. The search data indicates that consumers are looking for quick ways to enhance their social experiences, whether it be a beach day in Umhlanga or a rooftop party in Cape Town.
Interestingly, the divide between suburban and township consumers shows varying preferences. While suburban areas might lean towards brands, township consumers reflect brand loyalty driven by affordability, which makes packages of Pepsi Max stand out in bulk deals.
What retailers should do
It's time for South African retailers to act swiftly. If you’re manag the beverage aisle at Pick n Pay, it’s crucial to stock various sizes of Pepsi Max, including their 2L and 500ml bottles. Offering multi-pack options could cash in on the festive season, with December buyers looking for group deals for parties. Checkers should consider promotions that highlight Pepsi Max alongside popular snack items like chips from Simba or popcorn from Tim Tams.
Woolworths can also join the party by featuring Pepsi Max in combo deals with their premium snacks. The trend here is to align with the growing focus on low-calorie diets while keeping that taste factor strong. Spar and Tops at Spar could double down on their promotional strategies by offering Pepsi Max at attractive price points, especially in regions where interest is peaking.
As these retailers prepare their shelves, they should remember that consumers want easy access to Pepsi Max. Flipping the script could mean end-cap displays, promotional signage, and even social media campaigns celebrating summer vibes with Pepsi Max at the center stage. It’s simple: this is a product that’s hot right now, and standing still is not an option.