Mr. Pibb Sprints Ahead of Competitors in US Fastest Growing Brands Report

The Morning Consult report on Fastest Growing Brands 2026 found that only 14% of eligible brands saw growth, a five-year low in its tracking. The research covered major brands from Uber to Coca-Cola, and Nike to Domino's.

Against the backdrop of economic pessimism and falling consumer sentiment, just 14% of brands were able to maintain or increase their purchasing consideration among consumers. One notable exception was Mr. Pibb, a relaunched 50-year-old soda from Coca-Cola.

Mr. Pibb's purchase consideration doubled after its re-launch with a new formula containing 30% more caffeine and a bold cherry flavor. The brand topped nine out of twelve audience rankings, including among Millennials, Gen X, Baby Boomers, men, women, those with income under $50k, and parents.

In another notable trend, ready-to-drink (RTD) cocktails surpassed hard seltzer, tequila, vodka, and beer as the most considered alcohol category among Gen Z. Cutwater, an RTD cocktail brand, saw its consideration jump 15.5 points among Gen Z adults from 12% to 27%, making it more popular than the average brand of vodka, tequila, or beer.