Dr Pepper’s growing share of the soda market is due in large part to “The Secret Lives of Mormon Wives” and TikTok trends. For the past year, for the first time in Dr Pepper’s 140-year history, the brand has been the second-most-popular soda in America. As of October 2025, it commanded a 12.2% volume share of soft-drink sales, per Circana. It has held onto second place largely by appealing to Gen Z—launching flavors conducive to the growing “dirty soda” trend—and expanding its college football sponsorships.