PepsiCo represents the second largest company operating in the global health and wellness market. Pepsi's strong position is helped by being market leader in the fortified or functional soft drinks sector and naturally healthy packaged food. In addition Pepsi is second in the world within the better for you reduced sugar soft drinks market.

PepsiCo's major brands in the health and wellness market sector are Gatorade, Tropicana, Diet Pepsi and Pepsi Max. Since 2007, PepsiCo's dependence on these brands has been tested with market shares for all four brands declining since 2007 or at least remaining flat. PepsiCo understands that a more focused health and wellness brand strategy is required to reverse this trend.

PepsiCo has recently acquired two anchor bottlers in recent years as the company implements strategies to combat a depressed core developed market especially in the US. Despite poor market conditions in the US, PepsiCo has reported nearly 5% organic growth outside North America and strong growth in the International markets such as China, Turkey and India. Pepsi's core domestic market in the US has suffered from depressed macro economic conditions and an increasingly competitive environment.

PepsiCo has classified three high growth categories, namely; social beverages (diet Pepsi and Aquafina etc), savoury snacks (Lay's and Walkers etc), nutrition (Naked, Tropicana and Quaker).

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