By Makayla Cennamo
“So folks, Coca-Cola or Pepsi?”
Well, before we start one of the most common debates that is happening at restaurants across America, what if I told you there may be a new contender in the market: Probiotic Soda.
What are Probiotic Sodas?
These sodas are beverages infused with probiotics – live microorganisms – that help promote gut health and digestive wellness. And although this may sound a little different, probiotic beverages have been around for centuries, such as kefir and kombucha. Some of the health benefits are better digestive health, immune function, metabolic health, and mental health. Instead of containing high fructose corn syrup, aspartame, and other chemicals, these new fizzy drinks have your same favorite flavors, but are made with natural fruit juices, herbs, and spices.
The Growing Demand for Health-Conscious Products
Although the classic sodas are delicious and may have been a staple in your life, these soft drinks have been found to contain many chemicals that have been linked to different diseases like obesity, Type 2 diabetes, osteoporosis, mental health disorders, cardiovascular disease, and many others.
While there has been a decline of Millennial and Gen Z soda drinkers compared to other generations, there are still some loyal fans. These two generations have shown that they are more proactive, health-conscious, and are willing to spend a bit of extra money on fitness, healthy food, and self-care.
With these possible serious consequences and the growing demand for healthier alternatives, probiotic soda was born. It is actually reported that the global probiotic beverage market is projected to grow from $10 billion in 2929 to over $22 billion by 2027.
How is this Probiotic Soda Popping into the Market?
Probiotic soda seems promising, but the soda market has some of the strongest and influential brand names in American culture. In fact, among the 97% of U.S. respondents who know Coca-Cola, 62% of them like the brand. Therefore, these health brands needed clever marketing strategies to stand out in the niche of this market.
Leveraging Social Media: These companies saw their target market and studied what platforms would be the most beneficial for the brand and where the target market interacts. Olipop, the “Best Overall” according to Taste of Home, credits their early success to organic TikTok content. Some of this would include users trying new flavors, sharing gut-friendly tips, and Olipop having an active relationship with consumers on this platform. Poppi took a more aggressive approach to using social media by sending 32 branded vending machines to high profile creators around the Super Bowl to promote their advertisement. Although this caused some backlash for the company, this still generated massive earnings and followings.
Branding and Packaging: For all brands of this market, they all focus on having memorable aesthetics and clear functional messaging. Although they have this in common, there is all a differentiation on how they package their product. For example, Olipop focuses on using soft pastels with simple illustrations that hint at their ingredients or flavor, meanwhile Poppi uses a distinct eye-popping hue to help cans stick out in the cooler.
Strategic Retail Partnerships & Sampling: Beyond digital channels, these brands have moved primarily into both natural‑foods grocers (Whole Foods, Sprouts) and mainstream supermarkets, using in‑store sampling booths and end‑cap displays. One of the biggest obstacles this market has faced is convenience to customers, so therefore, Olipop and Popping have started to be placed in convenience stores such as Wawas and 7-Elevens. Other brands have had partnerships with other restaurant chains such as Poppi in Chipotle and Olipop in Starbucks.
Are You “Pro” Probiotic Soda?
There have been more than a few microtrends in the health and wellness world in the past 10 years, but probiotic sodas are here to stay; especially after Coca-Cola has now launched their own probiotic soda. They represent a shift toward fueling our bodies with healthier, functional beverages that cater to consumers’ desires for products that support their well-being. Through their strategic marketing, branding, and emphasis on health benefits, probiotic sodas have become the “it” beverage of the wellness movement. As the market grows and more brands enter the playing field, it will be interesting to see how the brands will adapt to consumers’ preferences and compete with one another.
Sources
https://stylecaster.com/lifestyle/food-and-drink/1366811/best-probiotic-sodas/
https://health.osu.edu/wellness/exercise-and-nutrition/diet-soda-bad-for-you
https://www.statista.com/forecasts/1352607/coca-cola-soft-drinks-brand-profile-in-the-united-states
AMA University of New Hampshire 
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