The Rise of “Dirty Soda” and its Impact on the Beverage Industry
For decades, the U.S. has witnessed a decline in soda consumption, driven by growing health concerns and a wider variety of beverage choices.However, recent trends suggest a potential reversal of this long-standing pattern, fueled by the growing popularity of customized soda drinks, often referred to as “dirty soda.”
According to Beverage Marketing, soda consumption peaked in 2004 at 15.3 billion gallons. By 2024, this figure had decreased to 11.87 billion gallons. Though,consumption has begun to stabilize,with an estimated 11.88 billion gallons projected for 2025. This stabilization is largely attributed to the rise of “dirty soda” and the increasing demand for prebiotic sodas.
“Dirty soda” typically involves mixing soda with flavored creamers, often resulting in a customized beverage experience. This trend allows consumers to enjoy the familiar carbonation of soda with a different flavor profile and, frequently enough, lower caffeine content than coffee – a beverage that has been steadily gaining market share from soda.As Holland-Toll noted,”The carbonation makes it feel lighter in your mouth than coffee,for example.”
The trend is particularly appealing to younger consumers. Swig, a popular dirty soda retailer, reports its core customer base consists of women aged 18-35. This is echoed by the experience of Holly Galvin, a 31-year-old from Iowa, who began making dirty soda at home after seeing it featured on the television show “The Secret Lives of Mormon Wives.” She now regularly enjoys variations like Diet Dr Pepper with pumpkin spice creamer. Keurig Dr Pepper’s 2025 trend report indicates that nearly 75% of Generation Z consumers try a new beverage each month, demonstrating a greater willingness to experiment.
Beverage companies are recognizing the potential of this trend. Katie Webb, Vice president of Innovation and Transformation for Keurig Dr Pepper, describes dirty soda as a “recruitment tool, bringing new users into the trademark.” She explains that it encourages consumers to return to core brands,creating a lasting impact.
This has led to the progress of ready-to-drink versions capitalizing on the trend. Dr Pepper Creamy Coconut was the company’s most triumphant limited-time carbonated soft drink to date, based on retail dollar sales. Pepsi has also seen significant growth in its Wild Cherry & Cream flavor segment.Future launches include Dirty Dew and Mug Floats Vanilla Howler, designed to encourage further customization.
Industry analysts note a shift in the origin of trends.Circana’s Lyons wyatt observes that while many trends begin in retail and move to foodservice, “This one was a foodservice trend moving into retail.” Ultimately, beverage companies believe the dirty soda trend is empowering consumers to experiment and personalize their drinks, providing a “brand new base” for creativity.
Source: CNBC article dated 2025-09-27 12:00:00 (as indicated in the prompt).
