Prebiotic & probiotic perceptions: Consumers’ take on these trending beverages in 2025

Prebiotic and probiotic beverages have become a booming trend this year, with many new brands and flavors popping up seemingly everywhere. 

But what do consumers really think about these bubbly bacterial bevs? We set out to find out in our survey of 2,000 U.S. consumers to capture a snapshot of their take on this new trending beverage option, curating respondents to reflect the demographic diversity of the U.S., spanning age groups, income levels and geographic regions. 

Based on this research, we identified six key learnings about where prebiotic and probiotic beverages sit with consumers in 2025. Read on for the full breakdown. 

1. Diet soda fans are skeptical but open

While 43% of regular soda drinkers say they wouldn’t switch to prebiotic sodas, only 10% of diet soda drinkers rule it out completely — indicating a potential market for healthier alternatives.

But frequent soda drinkers vs. non-frequent soda drinkers in general are more open to switching, with 16% having either already switched from diet to prebiotic/probiotic soda and 20% drinking both, at a total of 36% — compared to just 22% of non-frequent soda drinkers.

Additionally, diet or zero soda drinkers are the most likely to drink both prebiotic and probiotic sodas, suggesting that this type of drink could be considered more of an add-on versus a replacement purchase.

Interestingly, among those who drink prebiotic sodas, a majority like the taste more than either regular and/or diet soda, suggesting that consumers’ preferences have a greater chance of shifting after trying these beverages. 

💡 Key takeaway: Brands who advertise towards diet soda drinkers and what they look for can better position themselves for success. 

2. Uncertainty remains on the health benefits

Nearly half of consumers (46%) believe prebiotic and probiotic sodas offer more health benefits than diet soda, but uncertainty remains, with 19% saying they’re unsure and 22% saying they’re just another fad.

Additionally, it’s frequent soda drinkers who are more likely to believe in the health benefits of prebiotic and probiotic sodas, with 50% saying they’re healthier compared to just 38% of infrequent soda drinkers.

More specifically, parents and younger people (under age 56) are the most likely to think that prebiotic and probiotic sodas have more health benefits.

💡 Key takeaway: It may be worth specifically calling out health benefits to drinking these types of beverages, to clear up the uncertainty that still remains among consumers.

3. There's high awareness, but low understanding

Awareness is high, but understanding is low when it comes to these beverages. 

Only about a third (32%) of consumers say they truly understand both prebiotics and probiotics, meaning most people either have misconceptions or lack knowledge about their functions — with 41% admitting they don’t fully understand the difference and another 27% saying they’re completely unfamiliar.

However, 40% of frequent soda drinkers and 45% of non-frequent soda drinkers still say they’ve at least heard of prebiotic and probiotic sodas, meaning the awareness of this beverage trend is high. 

💡 Key takeaway: These results further amplify the need for education when it comes to prebiotic and probiotic beverages. Brands who are successfully able to promote these differences (as well as health benefits) will be more likely to succeed. 

4. Taste is the most important factor that influences purchase

Unsurprisingly, 88% of consumers note taste as the most important factor influencing purchase decisions, followed by availability (77%), price (76%) and sugar content (65%). 

Flavors are a key purchase motivator, especially for frequent soda drinkers, 44% of whom desire more options. This contrasts with only 24% of non-frequent drinkers.

💡 Key takeaway: When coming up with potential flavors to add to your prebiotic or probiotic lineup, researching taste preferences with consumers first can create a huge win when you go to market. 

5. Parents may be more open to them

Three out of ten parents (28%) say that their children are allowed to drink prebiotic or probiotic soda at home.

Plus, parents are more willing to accept the added sugar, with 41% saying it’s worth the health benefits, compared to just 30% of non-parents. 

Overall, nearly a third of parents surveyed see prebiotic or probiotic soda as a healthy alternative to other sodas.

💡 Key takeaway: Brands who cater their marketing to parents may generate more opportunities, in addition to the need for further education on the benefits in comparison to traditional sodas. 

6. Traditional soda is still the go-to when sick

Despite thinking it's better for your gut, soda drinkers still turn to regular cola and ginger ale when sick.

Nearly 40% of consumers drink soda when they feel unwell, with frequent soda drinkers (48%) being twice as likely as infrequent drinkers (24%) to do so.

Despite the “gut-health” benefits of pre and probiotic beverages, ginger ale remains the go-to “sick soda,” with 27% choosing regular ginger ale and 8% opting for diet ginger ale. Prebiotic ginger ale, however, is still a niche choice at just 5%.

💡 Key takeaway: If brands wish to promote their pre and probiotic drinks as beverages to turn to when ill, they’ll need to be far more direct in this approach. 

Conclusion: These trending bevs still have a ways to go, but the opportunity is there

While most people aren’t sure of what prebiotics are, especially when compared to probiotics, there is a majority consensus that they are better for your health. 

However, the taste and price of these sodas are a major setback to a market that has some potential interest in drinking them more. Despite the belief that it's good for your health, most people, when feeling sick, still turn to ginger ale, indicating that prebiotics have a major hurdle in changing consumer behavior.

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