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Beverage Brands Tap Into Prebiotic and Probiotic Craze
Growing consumer interest in gut health drives surge in pre- and probiotic drink launches across categories
Jan. 28, 2026 at 12:31am
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With consumer interest in prebiotics and probiotics on the rise, beverage brands across categories are launching a plethora of drinks to meet the demand. Categories that are naturally probiotic, like yogurt drinks, have seen a jump in sales, while prebiotics and probiotics have also broken into several beverage categories like soda, juice and water. Experts note that the pre- and probiotic drinks market is experiencing healthy, double-digit growth, driven by the emergence of better-for-you sodas that tout these benefits.
Why it matters
The growing consumer awareness of gut health and the benefits of pre- and probiotics has led to a surge in interest and product launches in the beverage industry. This trend reflects a fundamental shift in consumer behavior, as people are increasingly seeking out beverages that support their health and wellness goals.
The details
Beverage brands are tapping into the prebiotic and probiotic craze by launching a variety of drinks across categories. In 2025, prebiotic claims appeared in 2.9% of all new U.S. beverage launches, while probiotic claims were found in 2.6% - both all-time highs. Prebiotic claims in new beverage launches have increased by over 400% since 2021, driven by their rapid popularization in soda, while probiotic claims are up nearly 60% in the same period. Categories that are naturally probiotic, like yogurt drinks, have seen a jump in sales, while prebiotics and probiotics have also broken into several beverage categories like soda, juice and water.
- In 2020, only 1% of new beverage releases had gut health claims.
- In 2025, this increased to 5%, the highest it's ever been.
The players
Jack Doggett
Food and drink consumer insights analyst at Mintel, Chicago.
Gary Hemphill
Managing director of research at Beverage Marketing Corporation (BMC), Wintersville, Ohio.
Ben Goodwin
Co-founder, formulator and CEO of OLIPOP, Oakland, Calif.
What they’re saying
“In 2025, prebiotic claims appeared in 2.9% of all new U.S. beverage launches, while probiotic claims were found in 2.6% — both all-time highs.”
— Jack Doggett, food and drink consumer insights analyst at Mintel (bevindustry.com)
“It's been driven by the emergence of better-for-you sodas that tout these benefits. The category is experiencing double-digit growth.”
— Gary Hemphill, managing director of research at Beverage Marketing Corporation (BMC) (bevindustry.com)
“When I started formulating OLIPOP nearly a decade ago, the idea of functional soda was unheard of. Now, the category is booming, with new brands entering the space regularly.”
— Ben Goodwin, co-founder, formulator and CEO of OLIPOP (bevindustry.com)
The takeaway
The growing consumer demand for beverages that support gut health and overall wellness has led to a surge in prebiotic and probiotic drink launches across categories. This trend reflects a fundamental shift in consumer behavior, as people seek out products that can directly contribute to their health and well-being.
