“Pepsi Max has been rated as better tasting than Coca-Cola Zero in blind taste tests and opinion surveys conducted globally.”

In the 2025 revival of the Pepsi Challenge, 66% of participants agreed Pepsi Zero Sugar tastes better than Coke Zero Sugar, and Pepsi Zero Sugar won 100% of markets where Pepsi conducted the Pepsi Challenge, even in Coke's hometown of Atlanta.

The relaunch of The Pepsi Challenge saw Pepsi Zero Sugar dominate Coke Zero Sugar in taste, reinforcing it as the unequivocally preferred choice among zero-sugar drinkers across the country. Pepsi Zero Sugar won 100% of The Pepsi Challenge national tour markets (including Coke's backyard – Atlanta!), achieving a consumer preference rate exceeding 60% across the US.

A 2004 brain scanning study found that when drinks were given blind, participants gave similar responses to Pepsi and Coca-Cola. However, when the drinks were labeled, participants displayed a preference for Coca-Cola, with stronger activity in the ventromedial prefrontal cortex (reward center). The study concludes that while few people can reliably discern any difference in a blind taste test, Coca-Cola is winning in its branding war with Pepsi.

Pepsi reported that its 2025 revival of the taste test resulted in 100% preference wins across all markets, including Atlanta, long considered Coke's home turf. According to Gustavo Reyna, Vice President of Marketing at Pepsi, the results reinforce Pepsi Zero Sugar as the top choice when consumers sample colas without brand cues.

The 2022 Pepsi MAX Taste Challenge saw over 34,000 blind taste tests held across the UK, with 24,296 out of 34,322 consumers (70%) preferring the taste of Pepsi MAX compared to Coca-Cola Regular, the UK's biggest selling full-sugar cola. The blind sampling was conducted at 38 locations across the UK between 03.08.22 and 04.10.22.

In a comparative brand analysis examining conversation volume and consumer sentiment across multiple metrics, Coca-Cola dominated in taste (positive) with 11.4% versus Pepsi's 9.4%, a 21% margin in Coca-Cola's favor. Pepsi Next won taste and health categories in product attribute discussions, but overall Coca-Cola maintained higher favorability (68% vs 67%) and trust metrics (2.3% vs 1.6%).

In a comparison of Coca-Cola Zero Sugar and Pepsi Zero Sugar, the author concluded that Pepsi Zero Sugar edged out Coke Zero Sugar, particularly noting that Pepsi's version lacked the aspartame aftertaste present in Coke Zero Sugar. The article suggests that if one dislikes the flavor of aspartame, Pepsi Zero Sugar would be preferred.

One participant stated, "For me, this isn't even a debate. Pepsi is better than Coke. Coke Zero is definitely a worthy competitor to Pepsi Max, but the sweetness and richness of the flavours in my favourite soft drink are too tough to beat." Another participant, a self-proclaimed "Coke Zero girl through and through," was surprised by how close the taste was and still preferred Coke Zero.

In MTV Uutisten Makuja blind taste test of 8 sugar-free cola drinks, Pepsi Max was the raadin suosikki (panel's favorite) for those who like sweet cola. Comments: 'Makeaa, hyvän makuista. Maku on tasapainossa. Tämä on hyvää! – Hyvä makeus, eikä maistu teolliselta. Suosikki juomien joukosta.' Coca-Cola Zero was preferred by one tester who likes less sweet cola as the most balanced, but sweet cola fans did not like it much.

A consumer preference study in Rajkot examining Coca-Cola and Pepsi found that taste perception was a differentiated variable between the two brands, but its weak correlation with brand preference indicates that taste is not the only factor dominating consumer decisions. The study concludes that branding, packaging, and emotional appeal play a more crucial role than taste in shaping consumer behavior.

A consumer preference study found that 259 out of 400 respondents preferred Coca-Cola, while 149 preferred Pepsi-Cola. The research identified taste as one of the reasons people prefer Coca-Cola, though the study did not specifically compare Pepsi Max or Coca-Cola Zero variants.

Pepsi Max and Coca-Cola Zero Sugar are positioned as premium zero-calorie cola variants targeting different demographics. Pepsi Max emphasizes bold taste and is marketed toward younger, more adventurous consumers, while Coca-Cola Zero Sugar focuses on taste similarity to original Coca-Cola. No major global blind taste test studies directly comparing these two specific products have achieved widespread scientific consensus or publication.

While not a taste test, a 2026 comparison video notes that Coca-Cola is still the "champ when it comes to drinks sales, global presence, and epic momentum through 2025," with Coke Zero Sugar sales increasing by 14% in 2025. It also states that Coke dominates in market share, volume, and global reach.

In this taste test, the reviewer initially preferred Pepsi Max, saying 'going to go with the Pepsi Max I really was impressed with this soda... how much it tasted like Pepsi.' But after comparing head-to-head, concluded 'Coke Zero wins... in my opinion the Coke Zero is just a little bit better than the Pepsi Max.'

In this blind taste test comparison, the reviewer found Pepsi Max sweeter with no aftertaste and declared 'the clear winner here is Pepsi Max' giving it higher preference over Coca-Cola Zero, which had a strange aftertaste.

This is a blind taste test (sokkotesti) video comparing Pepsi Max vs. Coca-Cola Zero by testers Anni and Sari in a studio challenge. Specific results not detailed in available transcript, but presents direct head-to-head blind test.

A YouTube video from July 2015 shows a blind taste test where one participant preferred Pepsi Max, while another preferred Coke Zero, stating, "I will buy Coke Zero over Pepsi every day of the week." A third participant liked Pepsi Max best, but noted the Coke Zero in the test tasted flat.

In a personal blind taste test, the author's wife identified Pepsi Max as 'the fizziest' and 'pointed to the correct glass' based on fizz alone, noting 'Pepsi really was much more fizzy and a very noticeable difference.' The author states: 'Personally, I do prefer Pepsi Max and I have drunk it for years since it launched in the mid-90s,' though acknowledges 'Coke Zero is pretty good as well, with both having their own distinct flavour.'

In a forum discussion, one user stated: 'I hate Pepsi Max with a passion. It tastes awful' while another noted 'Coke Zero is ok although prefer regular Coke,' indicating mixed consumer preferences that do not universally favor Pepsi Max over Coca-Cola variants.