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Prebiotic and probiotic soft drinks ‘approaching staple status’

Prebiotic and probiotic soft drinks are “approaching staple status”, with a three-year retention rate that puts them way ahead of other emerging beverage categories, say experts.

Beverages have “transcended their basic role” and are becoming “integral to everyday wellness routines”, with consumer spending increasing by 4.4% over the past year, according to Beverage Behaviors: The Stories Shaping Drink Trends in 2025 and Beyond.

Market research company Numerator, which compiled the report, highlighted a 6.2% rise in sales of non-alcoholic beverages. Alcoholic drinks posted a more modest 2.4% increase in the year ending 31 March.

Prebiotic and probiotic soft drinks “significantly outperform other emerging beverage categories such as CBD-infused drinks and non-alcoholic beer, wines, and spirits”, the report highlighted.

“This trend is primarily driven by consumers discovering new occasions to enjoy beverages,” it read. “They’re also spending more per unit, often choosing premium products that enhance everyday experiences.”

One in five consumers plans to drink more prebiotic and probiotic beverages

Taste, health, and convenience have been key to the success of probiotic soft drinks and flavoured drink powders, for example.

One in five (20%) consumers said they planned to drink more prebiotic and probiotic beverages, with just one in six (16%) likely to drink less.

The positive trends for this category are driven by more spending – but also people switching from other beverage categories, according to Numerator, especially energy drinks, water, and soft drinks.

Gen Z’s thirst for beverages that offer a health boost

Gen Z consumers, those born in the late 1990s and early 2000s, are looking for drinks that offer health benefits, as well as compelling flavours, which has resulted in the likes of Poppi and SunSip post impressive sales increases.

SunSip is a prebiotic drink made with fruit juice, light sugars, and a dose of B vitamins, vitamin C, and zinc, while Poppi is infused with prebiotics from apple cider vinegar and sweetened naturally.

In May, PepsiCo acquired Poppi in May for almost $2 billion, before launching a prebiotic soda range under its legacy brand, Pepsi, in July. The move divided opinion, as Ingredients Network reported at the time.

“Don’t dilute the movement by dragging it backwards into a brand that was built in a different era, for a different consumer,” said brand strategy expert Christy Lebor.

In March, Coca-Cola leaned into nostalgia and the growing popularity of “gut-healthy” sodas to launch a line of prebiotic sparkling beverages of its own.

Beverage brands going for sales in on-the-go

Numerator also identified “out of home” opportunities for beverage brands. For example, one-third (33%) of energy drinks are bought on the go, while more than three-quarters (78%) of juice is bought to consume at home.

Energy drinks, soft drinks, water, and sports drinks gained share in the out-of-home market, according to the report.

“As consumers return to mobile routines, beverages tied to on-the-go occasions – like energy drinks, sodas, and bottled water – are gaining share,” it read. “Foodservice also plays a key role in shaping brand preference, especially among heavy QSR [quick service restaurant] spenders.

“By combining convenient packaging and strategic QSR partnerships, brands can reignite relevance, drive trial, and extend influence across both restaurant and retail environments.”

Consumers also plan to drink more tap water (34%), bottled or canned water (26%), coconut water (23%), kombucha (20%), tea (17%), and sports drinks (15%), Numerator figures show.

Pinching sales during the cost of living crisis

The report identified price as the most important factor when choosing drinks for almost three in five (56%) consumers, which has resulted in online and value channels gaining share in the past year.

Beverage categories have also historically shown resilience during recessionary periods.

This could signal continued growth moving forward even with economic uncertainty and the clouds of the cost-of-living crisis stubbornly refusing to budge.