Prebiotic Sodas: Health Drink or Clever Marketing?

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Prebiotic sodas are booming. While their health claims may be overstated, their appeal is cross-generational.

—Axios

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Over the past two decades, anti-calorie and anti-sugar initiatives have driven steady declines in milk, juice, and soda consumption. (See “Thirsty for a Change.”) But as traditional beverages lose their luster, niche brands and specialty products are moving in to take their place. The latest winner: prebiotic sodas.

According to NielsenIQ data, US sales of prebiotic soft drinks surged from $33.3m in 2022 to $776.6m in 2025. That marks a staggering +2,232% increase over the last three years. Leading brands have been quick to capitalize: Olipop was valued at $1.85b in February. And PepsiCo recently acquired Poppi, another major player, for $1.95b.

Source: Axios

So what exactly are these drinks? Prebiotic sodas are carbonated beverages infused with root-based fibers—most commonly inulin—that supposedly support gut health. Unlike probiotics, which are live bacteria found in foods like yogurt and kimchi that support gut health, prebiotics are non-digestible fibers that feed the good bacteria already living in the gut. Prebiotic sodas advertise themselves as healthier alternatives to traditional soda, with fewer calories, less sugar, and added fiber.

These brands are riding a wave of viral interest in the gut microbiome. Recent studies suggest that gut health plays a key role in everything from chronic inflammation to mood regulation. On TikTok, #GutHealth has over 1.2m videos promoting pre/probiotic supplements and drinks.

But many health experts question the positive claims made about prebiotic sodas. Although these drinks typically contain less sugar than traditional sodas, many still pack between 2 and 10 grams of added sugar per can. Some consumers have reported side effects like bloating and cramping, likely due to the body’s difficulty digesting concentrated doses of inulin.

One case study has even suggested a potential link between long-term inulin consumption and increased cancer risk: Apparently, inulin encourages the growth of an E. coli strain that produces colibactin, a known carcinogen. Many nutritionists advise getting prebiotics from whole foods such as bananas, onions, and asparagus.

The health debate has already hit the category’s biggest brand. Poppi recently settled an $8.9 million lawsuit after customers alleged the soda didn’t contain enough prebiotics to justify its health claims. In 2023, the company quietly removed the phrase “gut health” from its packaging.

Nevertheless, these prebiotic sodas remain popular. And their appeal is certainly cross-generational. Boomers are drawn to premium brands that promise health and authenticity. And Millennials gravitate toward drinks that solve a specific problem (like digestive issues) and feature a veneer of science. As long as these brands can manage their public image and avoid regulatory backlash, they’re well-positioned to keep growing in a post-soda world.