When it comes to any major brand, growth in market share is key to financial success, and that’s definitely the case in the highly competitive soft drink industry. Titans Coca-Cola and Pepsi continue to grapple with the changing appetites of health-conscious consumers who are shying away from sugary carbonated drinks. Last year was the 10th in a row for a decline in consumption of soft drinks. A new analysis by Beverage Digest, headed by beverage research veteran John Sicher, shows some brands are hurting more than others. Pepsi-Cola, for example, supplanted Diet Coke as the No. 2 soda brand in the country by volume last year. Volume essentially is the number of soft drink cases delivered to retailers and other outlets. Half of the top brands lost market share, with Diet Coke losing the most. Coca-Cola, however, remains the No. 1 soft drink brand in the U.S., and it even grew market share last year despite the consumer challenges. See our gallery of brands for the latest ranking. The brand is followed by its market share and change in share in parenthesis.