Tariffs disadvantage PepsiCo in cola competition with Coca-Cola

Trump’s tariffs disadvantage Pepsi as concentrate production in Ireland faces 10% levy, while Coca-Cola remains less affected.

In Short

PepsiCo is struggling in the soda market due to a new 10% tariff on its Irish concentrate, while Coca-Cola, which produces more domestically, gains a competitive edge.

Both companies face rising costs from a 25% aluminum tariff, contributing to concerns about increasing soda prices and market share for PepsiCo.

PepsiCo and Coca-Cola are currently facing challenges in the soda market, exacerbated by recent tariff changes.

PepsiCo manufactures most of its U.S. soda concentrate in Ireland, benefitting from low corporate taxes. However, the recent implementation of a 10% tariff on its concentrate has placed Pepsi at a disadvantage compared to Coca-Cola, which produces more of its concentrate domestically.

Coca-Cola has historically produced concentrate in both Ireland and the U.S., notably in Atlanta and Puerto Rico. This allows Coca-Cola to avoid the tariffs affecting Pepsi, impacting their competitive position in the market. Analysts suggest that the unforeseen tariffs have shifted the advantage towards Coca-Cola.

Riding prices

Additionally, both companies are facing a 25% tariff on aluminum imports, particularly concerning for Coca-Cola, which sources some aluminum from Canada. Rising prices for soda are a potential consequence of these tariffs.

PepsiCo’s market share has been declining, and the timing of these tariffs could hinder its efforts to regain footing in the U.S. soda market. They also have additional concentrate production in locations like Texas and Uruguay, but the company has not provided specific strategies for addressing the tariff impact.