Inside the prebiotic & probiotic soda boom: Consumer trends and top picks

Prebiotic and probiotic sodas have grown in popularity as consumers look for healthier alternatives to traditional soda. They typically contain less sugar than traditional sodas, but they also offer additional health benefits. 

While both positively affect gut health, prebiotics provide beneficial fuel for existing bacteria while probiotics directly introduce beneficial bacteria to the gut. 

In a recent study of 1,000 US consumers, we found that only 38% of US consumers said they have tried a prebiotic or probiotic soda — but another 39% said they were interested in trying them.

There are many brands that have emerged to capitalize on this growing trend — including Coca-Cola’s new entrant Simply Pop that was just released last month (read our full analysis of it in Innovation spotlight: Simply Pop Prebiotic Soda). 

In this analysis, we looked at several of the top prebiotic/probiotic sodas to understand what’s working with consumers. 

1. Health benefits in sodas are appealing to consumers. The prebiotic/probiotic element of the sodas, as well as the lower sugar content, were praised by most respondents. They saw the sodas as healthier than traditional sodas, yet still refreshing and flavorful. 

2. Fruit-forward and nostalgic soda flavors appeal to the most people. Strawberry emerged as the most widely preferred soda flavor, resonating strongly with consumers. Root beer, cherry cola, and orange also perform well, each generating similar levels of appeal. Floral and herbal flavors were a bit more polarizing.

3. Establishing distinctiveness is a challenge. It’s tough to stand out in the prebiotic/probiotic soda category when all brands are offering the same health benefits and ingredients. 

For this analysis, we looked at nine prebiotic/probiotic sodas: 

• Simply Pop Strawberry

• Olipop Classic Root Beer

• Poppi Ginger Lime

• Wildwonder Guava Rose

• Turveda Chill (lavender vanilla)

• Culture Pop Watermelon & Lime

• SunSip Cherry Cola

• Live Fountain Cola

• Mighty Pop Orange Vanilla

In our ScreenIt solution we asked respondents to rank the sodas according to which they would be most likely to purchase.

Olipop Classic Root Beer ranked as the most preferred soda, securing the highest number of first-choice rankings (31%), while Simply Pop Strawberry and SunSip Cherry Cola emerged as the most appealing based on combined top two rankings. Mighty Pop Orange Vanilla also ranked among the top, with 25% selecting it as their first choice. 

Poppi Ginger Lime, Turveda Chill (Lavender Vanilla) and Live Fountain Cola got the lowest top choice scores.  

Quick flavor caveat: Flavor preference plays a big role in the brand rankings above. When we isolate flavor preference, we see why one category leader Poppi ended up toward the bottom of this ranking: Ginger (selected by 23% of respondents as a favorite flavor) and Lime (35%) are much less universally appealing than other flavors like Strawberry (58%) and Root Beer (46%). 

Now let’s dive into what seems to be working across all sodas studied. 

Fruity flavors

Fruity flavors like strawberry, guava, raspberry and mango were consistently well-received and not as polarizing as floral or herbal flavors. Consumers appreciated familiar and naturally sweet fruit flavors.

Respondents said things like: 

• “I love strawberry and everything that comes in it sounds super appetizing and appealing.”

• “I love the combination of watermelon and lime, so I'm curious about the taste.”

• “I love guava.”

• “I like the combination of orange and vanilla, I’d give it a try.”

Prebiotics and probiotics 

The inclusion of prebiotics and probiotics was seen as a major plus, with many consumers valuing the functional health benefits these ingredients provide. Many people liked the idea of a soda that supports gut health, making them feel like they were making a healthier beverage choice. 

Respondents said things like: 

• “This drink is gut-friendly which is very important for my daily health. I like the offer of pre-and probiotics.”

• “I like the prebiotics and probiotics that are in it and that it supports digestive health.”

• “I like that it contains apple cider vinegar and 5 grams of prebiotic fiber.”

Low or no added sugar

Consumers reacted positively to drinks with little to no added sugar. Many appreciated the balance between sweetness and health consciousness, especially those who are mindful of their sugar intake. 

When paired with familiar flavors, the reduced sugar content made the drinks feel guilt-free and more enjoyable.

Respondents said things like: 

• “I like that it has only 2 grams of sugar.”

• “I like that it has fewer calories and is sweetened with monk fruit.”

• “The sugar content is low, which is great for a healthier choice.”

• “I like that it has real strawberry juice in it and no added sugar.”

Attractive, modern packaging 

Eye-catching packaging played a key role in generating interest, with many consumers drawn to bright colors, sleek designs and creative branding. 

A visually appealing can or bottle made the drinks feel more premium and worth trying, particularly when the design reflected the flavor or functional benefits. Consumers also responded positively to packaging that balanced a modern look with clear, easy-to-read information about ingredients and benefits. 

Olipop Classic Root Beer stood out as the most modern to respondents (38% associate the product with the word “modern”).

Respondents said things like: 

• “It has a very appealing look.”

• “The can is appealing and caught my attention.”

• “I like the easy-to-grip style of the can.”

• “The packaging is cute. The images of the fruit and the font complement each other.”

Taste remains the most important

While the healthier nature of the sodas we included in this analysis was highly praised by respondents, we can’t forget the factors that influence their purchase decisions the most. 

When we asked what factors matter to them in their purchase decisions, taste, availability and price came out on top — higher than sugar content and health benefits. 

So while the health benefits of prebiotic and probiotic sodas are important, taste remains a top priority. 

While all the top products struggled with distinctiveness (which we also saw in our deep dive into Simply Pop last week), the top two (Olipop Classic Root Beer and Simply Pop Strawberry) exceeded the average in advantage, while Simply Pop Strawberry and Mighty Pop Orange Vanilla lead in believability.

Most of the sodas we analyzed were viewed by respondents primarily as refreshing beverages that support gut health. 

Simply Pop Strawberry and Culture Pop Watermelon & Lime stood out for their strong flavor appeal, Olipop Classic Root Beer was distinguished for its modern and authentic feel.

And while not the highest scoring overall, Turveda Chill achieved the highest distinctiveness score and was perceived as the most innovative. It makes sense that very few of the products would stand out in distinctiveness, as they all offer similar claims around health benefits and sugar content. 

Turveda Chill stands out from the others because it offers another claim around relaxation. While it supports gut health, the brand suggests that it be consumed “in the evening as a wind down beverage perfect with dinner or anytime you are feeling a little bit anxious.”

It’s great to see consumers responding positively to this emerging category. Did any of these findings surprise you? 

Let us know by interacting with our coverage of the prebiotic/probiotic soda category on LinkedIn.

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