The Rise ofโฃ “Dirty Soda” and its Impact on the Beverage Industry
For decades, the U.S. has witnessed โa decline in soda consumption, driven โคby growingโ health concerns and a wider variety of beverage choices.However, recent trendsโ suggest a potential reversal of โthis long-standingโข pattern, fueled byโข the growing popularity of customized soda drinks, oftenโ referred to as “dirty soda.”
Accordingโข to Beverage Marketing, sodaโ consumption peaked in 2004 at 15.3 billion gallons. By 2024, this figure had โฃdecreased โtoโค 11.87 billion gallons. Though,consumption has begun toโ stabilize,with an estimated 11.88 billion gallons โขprojected for 2025. This stabilization is largely attributed to the rise of “dirty โsoda” and the increasing demand for prebiotic sodas.
“Dirty soda” typically involves mixing soda with flavored creamers, often resulting in a customized beverage experience. Thisโค trend allows consumersโค to enjoyโ the familiar carbonation ofโ soda with a different flavor profile and,โ frequently enough, lowerโฃ caffeine content than coffee – a beverage that has been steadily gaining market โshare from soda.As Holland-Toll noted,”The โคcarbonation makes it feel lighter in your โคmouthโค than coffee,forโ example.”
The trend is particularly appealing to younger consumers. Swig, a popular dirty soda retailer, reports its core customer โbase consists of women aged 18-35.โ This is echoed by the experience of Holly Galvin, a 31-year-old from Iowa, whoโข began making dirty soda at home afterโฃ seeing it featured on the television show “The Secret โขLives of Mormon Wives.” She now regularly enjoys variations like Diet Dr Pepper with pumpkin spice creamer. Keurig Dr Pepper’sโ 2025 โtrend report indicates that nearly 75% of Generation Zโ consumers try โa newโ beverage each month,โค demonstrating a greater willingness to experiment.
Beverage companies โare recognizing the potential ofโค this trend. Katie Webb, Vice president of Innovation and Transformation for Keurig Dr Pepper, describes โdirty soda asโค a “recruitment tool, bringingโ new users intoโ the trademark.” She โexplainsโข that it encourages consumers to โฃreturn to core brands,creating a lasting impact.
This has led to theโฃ progress ofโค ready-to-drink versionsโ capitalizing on the trend. Drโข Pepper Creamy Coconut was the company’s most triumphant limited-time carbonated soft drink to date, โbased on retailโค dollar sales. Pepsi has also seen significant growth in its Wild Cherry & Cream flavor segment.Future launches includeโฃ Dirty Dew and Mugโ Floats Vanilla Howler, designed toโข encourage further customization.
Industry โคanalysts note a shift in the origin of trends.Circana’s Lyons wyattโค observes that while many trends beginโ in retailโ and move to foodservice, “This one โคwas a foodservice trend moving into retail.” Ultimately, โbeverage companies believe โthe dirty soda โtrend is empoweringโฃ consumers toโข experiment and personalize their drinks, providing a “brand new base” forโข creativity.
Source: โคCNBC article dated 2025-09-27 12:00:00โค (as indicated in the prompt).
