Mr. Pibb Is 2026's Fastest Growing Brand | Morning Consult

Mr. Pibb is the fastest growing brand in America in 2026. In Morning Consult's annual ranking of the brands gaining purchase consideration fastest, the soda climbed 11.2 points year over year, more than double the gain of the No. 2 brand, Jimmy Dean (+4.7).

The result stands out because of the year it came in. Only 14% of the 2,801 brands we analyzed grew purchase consideration in 2026, a five-year low in our tracking, and the typical brand lost nearly 2 points.

What makes Mr. Pibb the fastest growing brand of 2026?

A relaunch with a clear marketing moment behind it catapulted Mr. Pibb to the top of the list. On Nov. 5, 2025, Coca-Cola retired the Pibb Xtra name after 24 years and put Mr. Pibb back on shelves with a new formula, 30% more caffeine and a slogan promising a "bold kick of cherry."

Awareness had been flat before the relaunch, then rose quickly. Purchase consideration, the share of consumers who say they are considering buying from a brand, doubled right behind that bump in awareness. Mr. Pibb was also the No. 1 trust gainer in Morning Consult's 2026 Most Trusted Brands report.

Which consumers saw consideration grow for Mr. Pibb?

Most of them. Mr. Pibb ranks No. 1 for purchase consideration growth among millennials, Gen X, baby boomers, men, women, parents, adults in households earning under $50,000 and TikTok users. Gen X posted the largest jump of any audience.

The brand grew more modestly with two groups. It ranked No. 8 among households earning $100,000 or more (+4.4) and No. 17 among Gen Z (+5.5), where Cutwater, Energizer and DayQuil led.

Why does a 50-year-old soda resonate in a tough year?

Consumers are leaning on the familiar. Consumer sentiment fell 9 points between this year's ranking window and last year's, and Gen X cut real spending 5.9%, the most of any generation. The brands still growing with Gen X are what our analysts call cheap comforts, and Mr. Pibb leads that list.

Mr. Pibb is not the only grocery staple gaining ground. Kitchen-table categories make up 35% of the brands we track but 60% of the 100 fastest growing brands. Jimmy Dean, Snickers and Energizer round out the top five overall alongside Gemini.

What does purchase consideration measure?

Purchase consideration is the share of consumers who say they are considering buying from a brand. It is a leading indicator of where purchases are headed, not a measure of sales, so a high ranking signals momentum rather than market share.

How does Morning Consult rank the fastest growing brands?

We subtract each brand's total purchase consideration between May 15 and Aug. 15, 2025 from its consideration over the same window in 2026. The analysis draws on Morning Consult Intelligence, which surveys U.S. adults continuously, and covers 2,801 eligible brands. A brand needed at least 400 responses in both windows to qualify for an audience ranking. Growth is measured in percentage points.

See the full Fastest Growing Brands 2026 report

The full report ranks the top 25 brands overall and for twelve audiences, profiles the brands that have grown five years in a row, and shows how consumers are using AI chatbots to discover new products. Download the Fastest Growing Brands 2026 report.