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).