As gut health goes mainstream, prebiotic sodas are emerging as a format that is both familiar and ‘functional’, offering great taste and a recognizable form, while delivering ingredients that can support digestive health plus overall wellness.  

For most consumers, the idea of fiber has been steadily evolving. It’s no longer limited to Wheaties ads and conversations about regularity focused on older adults. It’s now part of a larger narrative around gut health, metabolic wellness, and functional nutrition. Alongside that shift, prebiotics, which are often confused with or lumped in with fiber, are starting to get their moment in the spotlight.

While not all prebiotics are fibers, and not all fibers are prebiotics, the overlap is enough that the lines can blur. And for prebiotic sodas in particular, it has opened up a new kind of runway, leveraging a growing awareness of gut health and a demand for better-for-you products, into something convenient, recognizable, and highly marketable.

From breakout challenger brands to big beverage players like Pepsi entering the space, prebiotic sodas have quickly emerged as one of the most dynamic formats in the functional food and beverage market. But beneath the branding and the buzz is a deeper story driven by evolving consumer behaviors, persistent gaps in nutrient intake, and a clear appetite for health-forward products that don’t sacrifice taste or ease.

A Saturated Market That’s Still Growing

If you’ve been to a grocery store recently, you’ve likely seen the flood of better-for-you sodas on the aisles. However, this market isn’t growing on hype alone. According to the 2025 Functional Food and Beverage (FFB) Report from the Industry Transparency Center, consumers are not just open to functional products; they’re actively seeking them out. Over 70% of U.S. respondents said they would pay a premium for healthier versions of beverages, and 25% of those are willing to pay more than a 25% premium. This willingness is mirrored in the UK, although slightly lower. That’s not just idle interest. That’s actionable demand.

The rise of functional sodas is part of a larger consumer shift toward everyday health solutions that are easy, accessible, and enjoyable. And when you factor in that most people are still getting far too little prebiotics, as well as fiber in their diets, you begin to see where these beverages fit. Prebiotic sodas offer a familiar format, but with real functionality to help bridge the gap.

Health Benefits That Go Beyond the Buzz

Let’s talk about what’s actually in the can…

Most prebiotic sodas include soluble prebiotic fibers such as chicory root, which act as fuel for beneficial gut bacteria. Increased prebiotic intake has also been associated with improved blood sugar regulation, enhanced satiety, enhanced mineral absorption, and long-term metabolic health. And with most prebiotic sodas clocking in at a fraction of the sugar and calories of traditional sodas, the nutritional tradeoff is often a win.

From a consumer standpoint, these products provide a way to make better choices without giving up taste or convenience. From an industry perspective, they offer a compelling functional ingredient story that’s easy to communicate and even easier to integrate across products.

Beyond Gut Health: A Lifestyle Driver

One of the most interesting findings from ITC’s 2025 FFB data is how wide the appeal of prebiotic products really is.

Prebiotic soda drinkers aren’t just wellness influencers; they’re the general public, interested in healthy aging or improving energy levels, and concerned about their gut health. They’re also more likely to be taking supplements (especially proteins and targeted health formulas) and are listening closely to advice from their dietitians, personal trainers, and doctors. These consumers are making deliberate, benefit-driven choices, and they’re building their routines around products that offer more.

This signals something important for brands. Functional beverages, like prebiotic sodas, are increasingly becoming a part of broader health preferences, whether that’s lower sugar options that don’t compromise on taste, a healthier lunch pairing, or a tool that helps support metabolic health.

Standing Out in a Crowded Space

Of course, with growing popularity comes a very real challenge: standing out.

The shelf is already tight. Functional sodas now compete not just on flavor and branding, but on the legitimacy of their health claims. The most successful brands moving forward will be those that don’t just mimic the category, but expand it. There’s still plenty of room for innovation in format, timing, and use case. For example, data shows that consumers gravitate toward functional beverages earlier in the day, particularly at breakfast or lunch, meaning there’s space for new routines, flavors, and functional pairings.

Demographic insights also point toward an opportunity for segmentation. In the U.S., prebiotic product use skews male and 35–54, while in the UK, there’s a notable uptake among younger adults aged 18–34. Brands that know who they’re talking to and tailor benefits accordingly will have an edge over other companies that are just guessing.

Ingredient transparency also matters more than ever. According to ITC data, consumers are more likely to purchase products that call out branded ingredients they recognize and trust. For suppliers and formulators, this is an invitation to go beyond generic “prebiotic” or “fiber” claims and lean into evidence-backed, effectively dosed, name-brand ingredients that bring credibility and differentiation. Olipop, for example, recently became the first brand to receive the third-party Nutrastrong™ Prebiotic Verified certification, awarded by SGS Nutrasource. The certification sets an important standard, signaling that brands committed to quality ingredients and clinically relevant dosing can cut through the noise by earning consumer trust.

A Functional Format with Staying Power

At its core, the rise of prebiotic sodas is about much more than what’s in the can. It reflects a fundamental shift in how consumers think about health and convenience. People are looking for products that fit seamlessly into their lives, and prebiotic sodas are hitting that ‘sweet’ spot.

They’re not a replacement for whole food sources of prebiotics or daily fiber goals, of course, but they’re a step in the right direction. Prebiotic sodas are also helping normalize consumption in a format that feels modern and enjoyable. For an industry that often struggles to deliver on both taste and health, that’s a pretty significant win.

So, Where Do We Go From Here?

For brands and industry professionals, this is a moment to move beyond trend-chasing and toward long-term category building. Prebiotic sodas represent a convergence of smart formulation and evolving consumer behavior. 

Are your product claims meaningful and substantiated?

Are you formulating with intention?

Are you connecting the dots between what the consumer wants and what the science supports?

 If you’re exploring ways to innovate in the functional food and beverage space, this is a category worth watching.