In recent years, a new player has flooded the beverage market—the prebiotic “gut soda,” sparking both excitement and skepticism among health-conscious consumers. These fizzy drinks, with their vibrant packaging and straightforward flavors like “Cherry Cola” and “Crisp Apple,” have successfully captured public attention, promising a healthier alternative to traditional sugary sodas while ostensibly supporting gut health. The phenomenon reflects a broader shift in the food and beverage industry, increasingly aligning with consumer desires for health enhancements delivered in everyday products.
The rapid ascent of gut sodas is evident, with brands like Olipop and Poppi clocking a staggering $815 million in sales between January 2024 and January 2025 in the US alone. This lucrative market has attracted major corporations, with Coca-Cola and PepsiCo investing heavily. Coca-Cola expects its prebiotic offerings to hit $2 billion in sales by 2029, while PepsiCo’s recent acquisition of Poppi signifies a strategic move to address consumer demand for healthier options.
Despite their popularity, the science behind the benefits claimed by gut sodas remains a topic of debate within the scientific community. According to Gary Wenk, a psychology and neuroscience professor at Ohio State University, much of this trend can be seen as a “good gimmick.” The purported health advantages are primarily tied to the drinks’ fiber content, as a key ingredient. However, while Olipop boasts nine grams of fiber and Poppi offers two to three grams per serving, questions linger over whether these amounts are sufficient to bolster gut health meaningfully (source).
The appeal of these sodas is amplified by the complex relationship many consumers have with food and guilt. Aiming to bridge the gap between indulgence and health, they serve as a symbol of balance—offering a sense of luxury and refreshment without the calorie-rich guilt associated with traditional sodas. In cities like Atlanta, this adaptation of wellness into everyday imbibing habits has dovetailed with the rising curiosity around nonalcoholic beverages, further boosting the popularity of gut sodas (source).
Importantly, these trends in gut sodas are not just consumer fads but are underpinned by changing societal attitudes towards health and wellness. As lifecycles of products that promise quick health fixes become shorter, consumers are increasingly gathering information, leading to class-action litigations like the one faced by Poppi for its past marketing claims (source). This dynamic reflects growing consumer sophistication and demand for transparency in health claims—people are not just consuming these products; they are critically engaging with them.
For Thai consumers, the explosion of prebiotic sodas offers a glimpse into global health trends that might resonate locally, given shifting dietary patterns and increasing awareness of holistic health benefits. A practical approach for local consumers could involve incorporating these beverages alongside traditional dietary fibers found in fruits, vegetables, and whole grains, ensuring a balanced dietary intake (source).
Ultimately, the future for gut sodas in Thailand—and globally—will likely hinge on the evolving dialogue between traditional nutritional guidance and the modern consumer’s desire for accessible, lifestyle-friendly health solutions. As these products infiltrate markets worldwide, they offer a testament to the blending of indulgence and health consciousness, reflecting a modern era where health trends are as much about personal well-being as they are about business strategy and cultural adaptation.