Leading soda brands Coca-Cola and Pepsi are struggling with their millennial audiences, according to data from ecommerce and consumer analytics provider Connexity.
Coca-Cola’s largest audience was consumers ages 35 to 44, and Pepsi’s was ages 65 and over, Adweek reported.
However, both companies under-indexed in the 18- to 24-year-olds.
"Coke tends to have a younger audience than Pepsi, but they're both failing to reach younger consumers," Rochelle Bailis, director of content at Connexity, told Adweek. "Younger consumers are more health-conscious, so both of them are in this arms race to get the attention of millennial consumers. I don't think either of them are doing it perfectly yet."
Connexity also saw a difference in levels of education for each company: More Coca-Cola drinkers have achieved at least a college degree, whereas more Pepsi drinkers have only a high school degree.
Audiences also varied based on income and television consumption. Pepsi consumers are 28 percent more likely to earn under $20,000 a year and 16 percent more likely to be self-proclaimed “TV addicts.” Coca-Cola consumers are 20 percent less likely to earn under $20,000 a year and 12 percent less likely to watch TV.