Company: Coca-Cola
CEO: James Quincey
Year founded: 1886
Headquarter: Atlanta, Georgia, USA
Number of Employees : 700,000
Type: Fully-Owned Brand (Coca-Cola Company: KO)
Annual Revenue (2024): $47.1 Billion
Profit | Net Income (2024): $10.63 Billion
Products & Services: Coca-Cola Classic | Diet Coke | Diet Coke Caffeine-Free | Caffeine-Free Coca-Cola | Coca-Cola Zero Sugar | Coca-Cola Cherry | Coca-Cola Lime | Coca-Cola Cherry Vanilla | Coca-Cola Vanilla | Coca-Cola Citra | Coca-Cola Mango | Coca-Cola Spiced | Coca-Cola with Lemon | Diet Coke with Lemon
Competitors: Pepsi | Sprite | Red Bull | Gatorade | Monster | Mojo | RC Cola | Afri-Cola | Postobón | Inca Cola | Kola Real | Cavan Cola | Est Cola
Fun Fact:
Did you know? Coca-Cola was originally marketed as a temperance drink and a patent medicine.any Karhu Sports for €1,600 and two bottles of whiskey.
Coca-Cola, or Coke, is a cola soft drink invented by John Stith Pemberton during his efforts to find a substitute for his morphine addiction. The inventor coined the name Coca-Cola by combining two original ingredients: coca leaves and kola nuts. Today, Coke is manufactured by the Coca-Cola Company. Coke’s formula remains a trade secret. In 2024, the Coca-Cola Company generated $47.1 billion in annual revenue. Coke is Coca-Cola’s flagship soft drink brand and top revenue generator. [1]
To understand Coca-Cola’s customer base and secret to success for over 139 years, here is an in-depth analysis of its target market:
Coca-Cola’s Target Market Overview
Coca-Cola targets consumers who enjoy carbonated soft drinks. Its customer base has evolved and expanded since the late 19th century. In 1885, John Pemberton, the inventor of Coke, registered the drink as a nerve tonic. Asa Griggs Candler acquired Coke’s ownership rights from Pemberton in 1888. Candler’s marketing tactics catapulted Coca-Cola into the global non-alcoholic beverage market. In 2024, Coca-Cola was the world’s most valuable soft drink brand. [2]
Coca-Cola’s target audience spans the soft drink sector. Its customer base seeks refreshing and tasty fizzy beverages. The brand has expanded its offerings beyond Coca-Cola Classic to address evolving consumer preferences. For example, Coca-Cola Creations introduces new flavors, designs, and experiences that blend music, fashion, and technology for fans to enjoy globally. “Innovation is anything new that creates value,” said John Murphy, Coca-Cola’s President and CFO, “When you take on that mindset, you can apply it to all aspects of the business. Staying ahead of the curve requires constant invention and reinvention, with an understanding of what’s happening in the marketplace.” [3]
Coca-Cola segments its target market to meet the unique needs and tastes of customers. Here is our analysis of Coca-Cola’s demographic, psychographic, geographic, behavioral, and technographic segmentation:
Coca-Cola’s Target Market: Demographic Segmentation
Coca-Cola targets consumers aged 10 to 40. However, the brand primarily focuses on young adults and Millennials aged 18 and 35. This demographic indulges in fizzy drinks more than other age groups. According to a new survey, Coke is the #2 beverage brand for Gen Z consumers in the US. Dr Pepper scored 10%, followed by Coke at 9% and Gatorade at 7%. However, Coca-Cola is America’s most popular soda drink brand across age groups, with a 19.2% market share. Dr Pepper only controls 8.3% of the US market, but outperforms Coke among the younger generation. [4]
Coke is focused on attracting more Gen Z consumers. The brand refines its product line to appeal to this target audience. However, this strategy doesn’t always work. The company introduced Coca-Cola Spiced regular and zero sugar in Feb 2024 to attract young consumers. The spiced drink didn’t resonate with the target audience. In Sep 2024, Coca-Cola announced plans to phase out Coca-Cola Spiced. “We’re always looking at what our consumers like and adjusting our range of products,” said Coca-Cola’s spokesperson, “We’re planning to introduce an exciting new flavor in 2025.” [5]
Coca-Cola’s target market includes students and young professionals. The brand tailors its marketing campaigns to appeal to this audience. For example, in Mar 2025, Coke refreshed its iconic “Share a Coke” campaign to focus on shareability, customization, and digital experiences to engage Gen Z consumers. The campaign includes personalized Coke bottles and cans, a QR code-powered digital hub for advanced personalization, and a Memory Maker digital experience to help customers create and share videos. It also leverages in-person tours of college campuses, sporting events, and music festivals to allow consumers to personalize cans and stickers. [6]
Coca-Cola’s target audience includes friends and families. The brand implements innovative marketing campaigns to position its soft drinks as must-have beverages for all occasions. For example, Coca-Cola launched its global “A Recipe for Magic” campaign in the US, Canada, Latin America, Europe, and Japan in Apr 2023. The campaign presents the connection, the meal, and an ice-cold Coca-Cola as three ingredients for creating magic when friends and family gather around the table. “Coca-Cola has a rich and storied connection with food and has established its role as the perfect pairing to meals cooked at home, takeout, or enjoyed in a restaurant,” said Elif Kaypak, Global Brand Marketing Lead at Coca-Cola. [7]
Coca-Cola’s Target Market: Psychographic Segmentation
Coca-Cola’s target consumers share psychological attributes. They value celebration, social interaction, and entertainment. The brand promotes these elements to appeal to its audience. For example, Coca-Cola launched Coke Studio in 2008 in Pakistan as a TV series. The show features established and emerging artists collaborating in live, studio recording sessions. In 2022, Coke Studio expanded into a global music platform. Participants entertain Coca-Cola’s young consumers, increasing their loyalty to the brand. [8]
Coca-Cola targets consumers who embrace life with optimism and enjoy family gatherings and casual meet-ups with friends. The brand highlights the benefits of social connections and interactions in its marketing messages to appeal to this audience. In May 2025, Coca-Cola launched its global “Enjoy the moment with a Coca-Cola” campaign. It encourages Gen Z to put down their phones and transform ordinary moments into extraordinary memories with an ice-cold Coke. The 2025 campaign reasserts Coca-Cola’s role as a symbol of optimism and authentic human connections. [9]
Coca-Cola’s target audience includes health-conscious consumers. The brand appeals to this consumer group by providing healthy variants. In 2024, Coca-Cola introduced Coca-Cola Zero Sugar Lemon. This new product targets consumers seeking to enjoy Coca-Cola with lemon flavor without sugar. Customers can serve this drink with “ice and a slice” to create a healthy refreshment on a hot summer day. [10]
Coca-Cola’s young target audience is active and fun-loving. They value inclusion and nurture meaningful connections and friendships based on shared hobbies, such as sports, gaming, and arts. These elements are ingrained in Coca-Cola’s DNA. It was a Worldwide Partner of the Paris 2024 Olympic and Paralympic Games. In Jul 2024, Coca-Cola unveiled the “It’s Magic When the World Comes Together” campaign at the Olympics. This unifying campaign encouraged athletes and fans to foster cross-cultural connections. “Our differences are what make us unique, but when we come together, that’s when the “Real Magic” happens,” said Islam ElDessouky, Global Head of Creative Strategy and Content for Coca-Cola Trademark. [11]
Coca-Cola’s Target Market: Geographic Segmentation
Coca-Cola targets a global audience. The brand operates in over 200 countries and territories worldwide. Coca-Cola and Pepsi have dueled in the “cola wars” since the late 1800s. Each brand created catchy adverts to grab market share and dominate the global soft drink industry. In 1971, Coke released its iconic “Hilltop” TV commercial, with the slogan, “I’d like to buy the world a Coke.” The ad featured young people from countries worldwide. It strengthened Coca-Cola’s position as the global leader in the soft drink industry. [12]
Coca-Cola dominates the global soft drink market. According to Investing.com, the company controlled around 40% of the worldwide non-alcoholic beverage market in 2024. PepsiCo ranked second with a 30% market share. Other top players include Nestlé, Keurig Dr Pepper, and Red Bull. [13]
Although Coca-Cola targets consumers worldwide, it still generates most of its revenue in the US. The brand has 7 business segments: North America, EMEA (Europe, the Middle East, and Africa), Latin America, Asia Pacific, bottling investments, global ventures, and corporate activities. In 2024, Coca-Cola generated 39.6% of its annual revenue in North America, 15.8% in EMEA, 13.7% in Latin America, and 10.8% in Asia Pacific. [14]
Coca-Cola targets consumers in urban and rural areas. Coke’s popularity and consumption vary regionally. According to the World Population Review, Americans are Coca-Cola’s top consumers. The US consumed 39.3 billion liters of Coca-Cola in 2024, followed by Mexico at 19.5 billion liters, China at 10.8 billion liters, Brazil at 8.7 billion liters, and Japan at 7.5 billion liters. Other top Coca-Cola consumers include Germany, Russia, India, Indonesia, the UK, France, Canada, South Korea, Italy, Argentina, Spain, Saudi Arabia, Australia, Thailand, Turkey, the Philippines, Colombia, Egypt, South Africa, Pakistan, Malaysia, Chile, Peru, and Vietnam. [15]
Coca-Cola tailors its pricing to align with local purchasing power and regional labor costs, taxes, and demand. According to the World Ranking, Coca-Cola’s average price across 90 countries is $1.02. Norway offers the most expensive Coca-Cola globally at $2.49 for a 0.5-liter bottle, followed by Denmark at $2.40, the UK at $2.34, and Ireland at $2.22. Nigeria offers the cheapest Coke at $0.20 for a 0.5-liter bottle thanks to low production costs and local supply chains. Coca-Cola’s global pricing strategy ensures consumers can afford its products without compromising profitability. [16]
Coca-Cola targets consumers from different social and cultural backgrounds. The brand tailors its offerings to align with cultural nuances and local preferences. For example, Coca-Cola introduced its new Coca-Cola Creation, Coca-Cola Wozzaah, in May 2024 in South Africa to celebrate Africa Day. This drink is a symphony of vibrant, tropical flavors inspired by the African culture.
Coca-Cola Wozzaah embodies Africa’s pulsating rhythm and dynamic energy. Its can design features contemporary typography and vivid colors that capture Africa’s culture and creativity. In May 2024, the company expanded the product to several African markets, including Nigeria, Algeria, and Morocco. [17]
Coca-Cola’s Target Market: Behavioral Segmentation
Coca-Cola has a loyal customer base. According to a Statista survey, Coke has 97% brand awareness in the US. 62% of US soft drink consumers use Coca-Cola, 60% like Coca-Cola, and 53% will drink Coca-Cola again. These figures indicate that 85% of Coke drinkers are loyal to the brand. In 2024, 51% of US soft drink consumers had noticed Coca-Cola in the media, social media, or advertising. [18]
Coca-Cola has a comprehensive strategy to grow its customer base and boost brand loyalty. “Trust is the foundation for strong relationships, especially at a time when brands rely on technology and consumer data to deliver more personalized experiences,” said Coca-Cola North America CMO, Melanie Boulden. The CMO focuses on recruiting the next generation of consumers by ensuring the brand evolves with consumers’ preferences. For example, the company introduced Diet Coke and Coca-Cola Zero Sugar because its target audience wants more low- or zero-sugar options. This approach delivers the benefits that customers seek from the brand.
Coca-Cola has embraced shifts in marketplace dynamics to align with the purchase behavior of its target audience. Over one-third of its consumers buy beverages online. “So, we are now expanding our digital capabilities and partnerships to meet consumers where they are,” said CMO Melanie Boulden. [19]
Coca-Cola’s young target consumers consider the environmental and social implications of their purchases. They buy soft drinks from brands that empower people and protect the planet. Coke integrated sustainability and social responsibility into its operations to appeal to eco-conscious consumers. In 2018, the company launched a universal returnable glass bottle in Latin America to increase collectability. It expanded this initiative to over 110 countries globally. In 2024, the returnable glass bottle program added 1.6 billion unit cases to Coca-Cola’s volume performance. [20]
Coca-Cola’s usage frequency varies regionally. Its products are enjoyed 1.7 billion times daily worldwide. According to BI statistics, Coca-Cola accounts for 3.1% of global soft drink consumption. The average US resident drinks 403 Coca-Cola soda bottles or cans each year. Other countries with high Coca-Cola consumption include Mexico, China, Brazil, Germany, the UK, France, and Canada. [21]
Coca-Cola’s Target Market: Technographic Segmentation
Coca-Cola targets Gen Z and Millennials. These young consumers are digitally mature and tech-savvy. They leverage social media, mobile apps, and websites to explore soft drinks and interact with their favorite brands. As of 2022, Coca-Cola had over 100 million followers on Facebook, 3.7 million on X, and over 2.8 million on Instagram. Consumers can leverage the Coca-Cola mobile app to access refreshing Coke rewards, including VIP upgrades, eGift Cards, and exclusive experiences. [22]
Coca-Cola’s target consumers are active on social media platforms. They prefer Facebook over other networks. The brand launched the “Share a Coke” campaign across social networks. The hashtag #ShareaCoke generated over 1 billion impressions on Facebook and over 500,000 social media mentions in its first year. [23]
References & more information
- Ridder, M. (2025, Jun 26). Coca-Cola Company’s revenue from 2007 to 2024. Statista
- Ridder, M. (2025, Jun 20). Brand value of the most valuable soft drink brands worldwide in 2024. Statista
- Coca-Cola (2024, May 9). The Coca-Cola Company is always innovating and exploring the future of best-in-class brands and experiences. Coca-ColaCompany.com
- Schaltegger, M. (2025, Apr 18). This Is Officially The Most Popular Soda Brand Among Teens. Delish
- Mattson, J. (2024, Sep 24). Coca-Cola’s play for Gen Z failed—but an exciting new flavor in 2025. Fast Company
- Kelly, C. (2025, Mar 26). Coke refreshes “Share a Coke” to reach Gen Z with digital experiences. Marketing Dive
- The Coca-Cola Company (2023, Apr 3). Coca-Cola Announces “A Recipe for Magic” Global Campaign Celebrating Connective Power of Meals. Coca-ColaCompany.com
- Coca-Cola (2023, Dec 14). Coke Studio 2023 Showcases Power of “Creative Collisions.” Coca-ColaCompany.com
- Coca-Cola (2025, May 29). Global Campaign Invites Gen Z to Live Fully in the Moment, One Refreshing Sip of Coca-Cola at a Time. Coca-ColaCompany.com
- Thomson, J. (2024, Feb 26). Coca-Cola launches new lemon variant. Talking Retail
- Coca-Cola (2024, Jul 8). It’s Magic When the World Comes Together. Coca-ColaCompany.com
- Levitt, A. (2024, Jun 20). Pepsi lost the cola wars to Coke. Why is it struggling to hold on to second place? The Guardian
- Slack, S. (2024, Sep 3). Coca-Cola (Coke) Facts and Statistics in 2024. Investing
- Ridder, M. (2025, Mar 18). Revenue distribution of the Coca-Cola Company worldwide in 2024 by operating segment. Statista
- WPR Staff (2025, May 15). Coca-Cola Consumption by Country 2025. World Population Review
- WR Staff (2024, May 10). Coca-Cola Prices by Country. TheWorldRanking.com
- Coca-Cola (2024, May 23). New Coca-Cola Creations Wozzaah Unleashes the Taste of Africa’s Spirit and Creativity Through Culture-Packed Experiences. Coca-Cola.com
- Bashir, U. (2025, Apr 3). Coca-Cola brand profile in the US in 2024. Statista
- Kounkel, S. (2022, Mar 28). Coca-Cola CMO on Building Consumer Loyalty and Trust. WSJ Deloitte
- Coca-Cola (2025, Feb 11). Coca-Cola Reports Fourth Quarter and Full Year 2024 Results. Coca-ColaCompany.com
- Joshi, K. (2024, Feb 6). Coca-Cola Statistics 2024 by Consumers, Demographic, Region, and Distributing Channels. Enterprise App Today
- Coca-Cola. What is the Coca-Cola mobile app? Coca-Cola.com
- Goybo (2024, Aug 31). Coca-Cola: The Success of Coca-Cola’s Digital Engagement Strategy. Goybo.com
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