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From bold launches by Spindrift, Bloom and Health-Ade, to PepsiCo's whopping £1.95 billion acquisition of Poppi, prebiotic sodas are fizzing with potential right now. But despite flashy campaigns and heavyweight backing, consumer adoption remains stubbornly low. Nataly Kelly, chief marketing officer at Zappi, delves into fresh consumer insights to uncover what’s holding the category back – and what brands must do to turn curiosity into commitment.
Prebiotic sodas are officially in the mainstream. PepsiCo’s $1.95 billion acquisition of Poppi was a watershed moment for the functional beverage market. These emerging brands now have the backing of beverage giants with centuries of consumer insight and global distribution and marketing resources. Coca-Cola also announced its emergence in the space with Simply Pop, further validating the category’s potential. Yet, despite this momentum, a critical challenge remains: consumer awareness isn’t translating into regular consumption.
In a recent survey Zappi conducted of 1,000 American consumers, we found that 73% have heard of prebiotic sodas – a sign of the ambitious marketing fuelling this category. Poppi, for instance, has advertised during the Super Bowl in both 2024 and 2025. However, awareness alone isn’t driving widespread adoption. Only 22% of consumers have tried a prebiotic soda, and just 5% drink them regularly. Across every demographic, fewer than 8% listed prebiotic soda as their go-to choice.
Even the most recognised brands in the space – Poppi and Olipop, with 49% and 42% awareness, respectively—are struggling to convert recognition into habitual purchases. This raises a critical question for prebiotic brands: are they on track to become the next kombucha–a mainstay in the functional beverage market–or the next Coca-Cola–a household name with global appeal?
US-based soda brand Olipop featured as our 'Start-up of the month' in March. Read our interview with co-founder, formulator and CEO, Ben Goodwin, here.
Understanding the Barriers
Three critical factors emerge when examining what's holding consumers back:
Knowledge gap
While 73% have heard of prebiotic sodas, 75% reported that they don't clearly understand what they are. Consumers broadly recognise these beverages as 'healthy' and 'good for digestion,' but the specific benefits remain unclear to most.
Taste perception
Among the small percentage of regular prebiotic soda drinkers, our consumer research showed that only 65% prefer the taste compared to traditional or diet sodas. This presents a significant hurdle, as 88% of consumers cite taste as the primary driver of soda purchases.
Price sensitivity
Price ranks as the third most important purchase factor (76%) behind taste and availability. Consumers indicated that lower prices (43%) would be the most influential factor in convincing them to try prebiotic sodas.
The health perception disconnect
Perhaps the most telling data from Zappi’s research comes from the disconnect between consumers' stated health values and their actual behaviour. While 58% rank health benefits as a key reason for soda purchases, their actions tell a different story.
When unwell, most consumers still reach for traditional ginger ale (27%) or regular cola (13%) instead of their prebiotic counterparts (5% and 2%, respectively). Furthermore, while half of parents allow their children to drink regular soda, only 30% allow prebiotic sodas – despite perceiving the latter as healthier.
Making challenges into opportunities
For F&B executives navigating this emerging category, several strategic imperatives become clear:
Close the education gap
Consumers need clearer communication about what prebiotics are and their specific health benefits. But this is a delicate balance, as just over half of consumers (58%) consider health benefits important when considering a soda purchase. These brands need to acknowledge that taste (88%) and price (76%) are considerably more important factors in the buying process. One thing is for certain: whatever marketer is able to strategically rebrand 'bacteria for gut health' deserves a Cannes award.
Leverage strategic pricing
Regardless of category, one consumer truth remains certain: deals and discounts encourage trials. Nearly half of consumers (46%) reported that lower prices would make them more likely to purchase a prebiotic soda brand. Now that prebiotics have the backing of major brands, they can focus on leveraging brand awareness to drive more trial potential with consumers. Once consumers experience the product, brands can build loyalty through taste, quality and availability.
Prioritise flavour innovation
Consumers cited 'more flavours' (36%) as the second most compelling reason to try prebiotic sodas, behind price. While prebiotic brands may never create a classic cola that rivals Pepsi or Coke, they can match incumbents with diverse flavour options. Flavour innovation that maintains the health profile while delivering new and natural taste options could prove a differentiator. This is where brands like Poppi can lean on the historic product testing of parent company, PepsiCo, to leverage its connected data infrastructure to drive compelling flavour options.
Soft drinks have long been a playground for flavour innovation. From nostalgic throwbacks to unexpected pairings, these innovations tap into evolving consumer preferences, whether that is for bold, indulgent flavours or lighter, fruiter refreshes. Read more the latest soda trends here.
The prebiotic soda category stands at an inflection point. With major beverage companies now invested in the space, we can expect accelerated innovation, expanded distribution, and increased marketing support. However, success will depend on addressing the fundamental gap between awareness and adoption.
The data is clear: consumers are interested in healthier soda alternatives, but they're not yet convinced to make the switch. Those who successfully navigate this challenge will be positioned to capture future share in what could become a significant segment of the $38.5 billion US carbonated soft drink market.
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