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REPORT
What Americans want from dirty sodas
Dirty soda has gone from a Utah drive-thru staple to one of the most talked-about drinks on the fast-food menu. But is the hype turning into a habit? We surveyed 2,000 US adults and tested 13 real dirty sodas to find out what consumers really want from the category — and what it takes to make a dirty soda worth ordering.
WHAT YOU'LL GET
What makes a winning dirty soda?
Dirty soda is having a moment. But with more brands piling into the category, understanding what consumers actually want is critical to success.
In this report, we combine consumer attitudes with head-to-head testing of real dirty sodas to uncover what drives appeal, purchase and repeat behavior.
You'll learn:
- Who's really drinking dirty soda — and whether the hype is becoming a habit. 83% of US adults have heard of dirty soda, but just 28% buy it regularly. Discover who's driving the category and where the biggest opportunities for growth lie.
- Which dirty sodas consumers want most. We tested 13 real drinks head-to-head to find the winners.
- The formula behind a winning dirty soda. Find out why familiar flavors, a light touch of cream and fewer add-ins tend to beat more complicated combinations.
- How preferences change by audience. Under-35s favor bright, bold drinks like Shark Attack and Dirty Baja Blast, while older consumers lean toward familiar flavors like Orange Dream. Find out how tastes differ by age and gender.
- Whether dirty soda can actually drive visits. Nearly a quarter of dirty soda fans have skipped the food and ordered just a drink. See what the data says about dirty soda's potential to bring customers through the door — and what they're willing to pay.
Download the report to discover what Americans really want from dirty soda — and how brands can turn the hype into a lasting habit.
