However, my first glance at the product wasn't quite accurate. According to PepsiCo, this new product has a very defined target market - lapsed cola drinkers. Since 2005 in the US, the soft drink market has been in early decline with unit volumes slightly decreasing each year. Research has identified that sales are being predominately lost to bottled water and, to a much lesser extent, to energy drinks, sports drinks and juices and teas.