It's way more complex than that. Coke and Pepsi compete with tap water, owned by the local utility, as well as fruits and even the local snack stand, since sometimes people have enough money to buy a coke OR a snack, but not both.
In other words, it is far too complex. In Brazil, for example, a major competitor of Pepsi and Coke on the at-home segment if fruit sellers on traffic lights. People can buy a bag of oranges for a buck or so, and make a lot of healthy juice out of it, instead of spending 5X for a sugary drink.
And if there's opportunity to invest in companies which are undervalued due to being out of indexes, believe me, there will be plenty of people doing it.
In other words, it is far too complex. In Brazil, for example, a major competitor of Pepsi and Coke on the at-home segment if fruit sellers on traffic lights. People can buy a bag of oranges for a buck or so, and make a lot of healthy juice out of it, instead of spending 5X for a sugary drink.
And if there's opportunity to invest in companies which are undervalued due to being out of indexes, believe me, there will be plenty of people doing it.