Pepsico Inc. had the largest market share of 38.5% of the non-alcoholic beverage market in Serbia in 2013 according to store audit data, followed by Droga Kolinska DD at 15.9% and Jamnica D.D. at 12.9%. The document also shows market share and sales data for other companies in the market along with a comparison to 2012 market shares and breakdown of major company market shares by retailer. It finds that national brands make up 92% of market share compared to 8% for private labels.