As consumer interest in functional foods and drinks grows, prebiotic sodas are raising questions about their potential and long-term impact (1). Let's delve into what these drinks are and what the future might hold for them.
What are Prebiotic Sodas?
Prebiotic sodas are beverages made with prebiotics, a type of fiber that feeds the good bacteria in your gut. Proponents believe this fosters a healthy gut microbiome, which has been linked to various health benefits, including improved digestion, a stronger immune system, and better mental health (2,3).
These sodas typically use chicory root fiber, inulin, or apple cider vinegar (ACV) as their prebiotic source, alongside fruit juices and sparkling water for flavor and they often boast lower sugar.
History’s Influence on the Present
Prebiotic sodas represent the latest chapter in a fascinating human quest to create beverages that are both delicious and potentially good for us. This journey stretches back centuries, marked by ingenuity and a constant evolution of flavors and functionality.
From ancient elixirs to medieval medicine, early civilizations brewed teas and fermented drinks, not just for pleasure, but also for their perceived health benefits. Egyptians used honey-infused waters, while Chinese medicine relied heavily on herbal concoctions. Think of beverages like Kombucha, a fermented tea with a long history in Asia, as an example of this early exploration of functional drinks. In medieval times, these evolved into spiced wines and syrups, often seen as having medicinal properties.
Fast forward to the 17th and 18th centuries, and we encountered shrubs which used vinegar to preserve fruits, creating a delicious and tangy drink that also helped prevent spoilage.
The 19th and 20th centuries saw the rise of carbonated beverages, offering a new level of refreshment. However, concerns about sugar content and health effects have driven the search for healthier alternatives. This is where prebiotic sodas enter the scene.
From ancient elixirs to modern science-backed recipes, the story of human ingenuity in creating beverages that deliver on flavor and function continues to be written — with prebiotic sodas marking the latest exciting chapter.
What is Trending in Prebiotic Sodas?
The rise of prebiotic sodas like Poppi and Olipop can be attributed to a confluence of factors that tap into current consumer trends:
- Functional Beverage: Consumers are increasingly drawn to beverages that offer health benefits beyond simple hydration. Prebiotic sodas position themselves as a healthier alternative to sugary sodas, promising gut health support alongside a familiar effervescent experience (4).
- Gut Health Awareness: Public awareness of the gut microbiome and its link to overall health is on the rise (5). Prebiotic sodas capitalize on this by offering a convenient way to potentially improve gut health through prebiotic fiber.
- Sugar Reduction: Many consumers are actively seeking ways to reduce their sugar intake (6). Prebiotic sodas often boast lower sugar content compared to traditional sodas, appealing to health-conscious consumers.
- Natural Ingredients: The use of natural prebiotic sources like chicory root, inulin, and apple cider vinegar resonates with consumers who value natural and minimally processed products.
Consumers continue to seek out probiotics and prebiotics in their diet
However, this will be impacted by considering spending in an era of uncertainty.
67% of consumers in the USA say they have looked to improve their digestive health over the last 12 months
More needs to be done to educate consumers about the specifics of digestive-related claims. This is especially important at a time when consumers take a more considered approach to spending on health products.
More can be done to educate consumers about the benefits of prebiotics and probiotics
Studies have shown a fall in awareness of prebiotics and postbiotics can be linked to a reduced fear of illness post COVID-2019. However, more can be done to educate consumers about the role of different biotics and how they help health. Irrespective of the type of product, brands also need to provide further evidence to support any health claims made.
Market Opportunity
The prebiotic soda market is a young category, with Olipop making a splash in 2018, that’s brimming with potential. U.S. sales of prebiotic sodas are estimated to surpass $100 million in 2024, reflecting a threefold increase from the prior year, according to Beverage Marketing Corp (7). This surge mirrors a growing consumer interest in both functional beverages and gut health.
A segment traditionally known for fierce competition and saturation, has seen a resurgence with the arrival of prebiotics. For example, leading brands like Olipop and Poppi have experienced solid growth and are up 200% + in all measured channels according to SPINS Data (8), with Olipop (refrigerated) ranked #15 within the Soda Diet and Alternative Sweetened Category beating ambient brands Zevia and Poppi.
Consumer Education Opportunity
While the prebiotic soda market shows promise, there's an opportunity to enhance consumer education regarding the various "biotics" and their functionalities within the digestive system (9). This includes differentiating between prebiotics, probiotics, and postbiotics, and how each contributes to gut health.
Additionally, recent cases like the scrutiny surrounding Poppi's fiber content (around 2 grams) and its gut health claims, which critics state may be insufficient to deliver the significant gut health benefits that are suggested in Poppi’s marketing (10). This highlights the importance of more and better consumer education, transparency, and substantiation when making any health statement.
FedUp Foods’ Line of Prebiotic Sodas
We draw inspiration from ancient techniques to create innovative drinks for today’s consumers.
We leveraged fermentation to grow a nutrient dense prebiotic and probiotic soda using our tibicos culture to offer a better-for you soda alternative that delivers not only up to 9 grams of plant based fiber, but detoxifying acids and digestive enzymes. The live and active cultures in our soda are known to support digestive health so not only are our products a refreshing alternative to soda, they feed your body.
In conclusion, are prebiotic sodas a passing fad or here to stay? Overall, data and key consumer trends point to a bright and sustained future. What do you think?
SOURCES
1 https://www.grandviewresearch.com/industry-analysis/prebiotics-market
2 https://www.ncbi.nlm.nih.gov/pmc/articles/PMC9505924/
3 https://www.healthline.com/nutrition/prebiotics-benefits#basics
4 https://www.mordorintelligence.com/industry-reports/functional-beverage-market
5 https://www.foodnavigator.com/Article/2024/03/14/Gut-health-Why-this-consumer-trend-is-here-to-stay
6 https://www.mccormickfona.com/articles/2023/09/2023-trend-bite---sugar-reduction
7 ©SPINS Proprietary Data: Latest 52 Weeks Ending December 03, 2023 — Total US Multi Outlet + Natural Channel + Convenience.
8 https://foodinstitute.com/focus/gut-feelings-experts-largely-bullish-on-prebiotic-sodas/
9 https://verbbiotics.com/2023-u-s-consumer-gut-health-survey-highlights-need-to-educate-consumers-on-the-gut-microbiome-for-overall-health/
10 https://www.inc.com/sergio-padilla/poppi-lawsuit-gut-health-claims-fizzy.html
©SPINS Proprietary Data: Latest 52 Weeks Ending December 03, 2023 — Total US Multi Outlet + Natural Channel + Convenience.
