Coke still outsells Pepsi in almost all areas of the world. Saudi Arabia and the Canadian provinces of Prince Edward Island, Newfoundland and Labrador, Quebec are some of the few exceptions.

Due to rumours of the use of cocaine, Coke was banned for a long time in India. Recently that ban was lifted, however, Pepsi had maintained a commanding market share. In 2005, Coca-Cola India's market share was 60.9%.[5]

Pepsi had long been the drink of Canadian Francophones and it continues to hold its dominance by relying on local Québécois celebrities (especially Claude Meunier, of La Petite Vie fame) to sell its product. "Pepsi" eventually became an offensive nickname for Francophones viewed as a lower class by Anglophones in the middle of the 20th century. The term is now used as a historical reference to French-English linguistic animosity (During the partitionist debate surrounding the 1995 referendum, a pundit wrote "And a wall will be erected along St-Laurent street [the traditional divide between French and English in Montréal] because some people were throwing Coke bottle one way and Pepsi bottles the other way"). Other regions where Pepsi outsells Coke are in central Appalachia, the state of North Dakota, the region in and around the state of Utah, and the city of Buffalo (by a 2-1 margin), all in the United States. More importantly, Pepsi outsells its rival in grocery and convenience stores in the U.S. (regarded as an indicator of consumer preference), with Coca-Cola's dominance in exclusive restaurant, movie theater, amusement park, college, and stadium deals giving Coke the overall sales advantage. In the U.S., Pepsi's total market share was about 31.7 percent in 2004, while Coke's was about 43.1 percent. In Russia, Pepsi has had a larger market share than Coca-Cola, and also spends more on marketing. However, Pepsi's dominance in Russia was undercut as the Cold War ended. Pepsi had made a deal with the Soviet Union to begin distribution before the end of the Cold War. When the Soviet Union fell apart, Pepsi was associated with the old Soviet system, and Coca Cola, just newly introduced to the Russian market, was associated with the new system. Thus Coke rapidly captured a significant market share away from Pepsi that might otherwise have needed years to build up.