Gut Check: A new soda occasion?
A recent CNBC article reports Olipop’s sales are soaring and that beverage giants, Coca-Cola and PepsiCo, are interested in the brand. The probiotic soda – which offers flavors like Orange Squeeze, Strawberry Vanilla, and Vintage Cola – caters to consumers who are trying to reduce their conventional soda consumption as well as those with a particular interest in gut health.
It's no wonder Olipop is having a moment in today’s consumer culture: Hartman Group’s Health and Wellness 2023 syndicated research report revealed 60% of consumers are trying to reduce/avoid soda, and 45% are adding/increasing probiotics in their daily diet. Modern Beverage Culture 2023 syndicated research will dive even deeper into the nexus of beverage categories and need states. Previously, in Modern Beverage Culture 2018, emerging functional beverages (like Olipop) were strongly associated with Health and Connection & Care need states because they deliver against multiple consumer needs and their benefits often span seemingly disconnected occasions. Consumers expect more from foods and beverages today and layered functionality may be a trend to watch. Historically, beverages have been either fun or healthy. But today’s consumer does not want to make trade-offs, and innovations like Olipop make it so they don’t have to.