"Pepsi has emerged as the most improved carbonated soft drinks brand in the UK, reflecting significant year-on-year growth in consumer consideration. This surge suggests successful brand revitalisation and marketing efforts, particularly in capturing interest across broader demographics. Coca-Cola maintains a strong foothold, ranking second in overall brand consideration and appearing in the top three most improved brands. It continues to dominate among Gen Z and Millennial consumers, indicating its enduring cultural relevance and appeal among younger audiences. In contrast, Gen X and Baby Boomer+ consumers show a marked preference for diet variants and tonics, such as Pepsi Max, Coca-Cola Zero, Fever-Tree, and Schweppes. These brands cater to health-conscious preferences, aligning with the demographic’s focus on lower-sugar options. San Pellegrino tops the list for overall consideration, signaling a shift toward more premium, lifestyle-oriented carbonated offerings. Despite not ranking top for any specific age group, the brand ranks reasonably well across all age groups – showing the power of consistent appeal in the market. In the non-carbonated category, Robinsons leads overall consideration by a significant margin, underscoring its strong household recognition and broad family appeal. However, Ribena has particular traction among Gen Z and Millennial consumers, proving their youth-orientated advertising effective. This contrast highlights a generational split in non-carbonated drink preferences, with legacy loyalty competing against Gen Z-targeted marketing initiatives."