Pre and probiotic sodas are now worth £13.7m in retail after exploding in popularity in the past year, new data from NIQ shows.
The category has added £12.5m in value sales over the past 52 weeks, propelled by the launch of US brand Poppi in March [NIQ 52 w/e 13 June 2026].
Since hitting shelves in the spring, Poppi has quickly become the market leader, having racked up £8.5m in retail sales value. The PepsiCo-backed brand accounts for 61.7% of the total value of the category and is worth £6.2m more than its nearest competitor, Hip Pop.
That dominance comes despite Poppi not containing enough fibre to make a prebiotic claim on pack. The brand’s drinks contain just 3g of fibre per can, in line with their US counterparts, and are simply described as being “high in fibre” in order to comply with EU and UK regulations.
However, even discounting Poppi, pre and probiotic sodas have grown value by almost 350% year on year, with Hip Pop, Living Things and Xoxo Soda all delivering triple-digit year-on-year value growth.
Pre and probiotic soda was “one of the standout growth stories in soft drinks” over the past year, said Dave Knowles, managing director of Alpine Online.
“The category was already delivering strong year-on-year growth, but the arrival of US brand Poppi has accelerated momentum significantly,” he said. “The segment is clearly benefiting from the broader shift towards functional soft drinks, following closely behind trends we’re seeing in high-protein and fibre-led products.”
‘Just the beginning’
The growth of the past year was “just the beginning” for pre and probiotic soda, Xoxo co-founder Rory Paterson predicted.
“Prebiotic soda is doing what kombucha never quite managed: it’s crossed over from health aisle curiosity to an everyday drink choice,” he said. “We are seeing that shoppers aren’t just reaching for us once, they’re coming back. We’ve become the go-to meal deal soda for many, the one people pick up alongside their lunch because it tastes great and they feel good about it.”
Xoxo Soda is now listed in 25,000-plus stores across the UK and 14 European markets, just three years since launching. Living Things, meanwhile, has more than 10,0000 distribution points including major UK grocers Sainsbury’s, Tesco, Morrisons and Waitrose.
“Functional drinks are growing quickly, against a backdrop of consumers moderating sugar, but taste remains the key driver of repeat purchase,” said Living Things MD Ben Vear. “Consumers might try a drink because of what it offers, they come back because of great taste.
“This is where we see the real opportunity for Living Things soda and the category as a whole – not as something that sits separately in the wellness aisle, but as part of normal drinking occasions.”
Growing interest in functional soft drinks has also bolstered segments including sports & energy drinks, kombucha and adult soft drinks in recent years. Kombucha, for example, is now worth £45m in UK retail, with sales up 15.4% over the past year [NIQ].
Nearly one in four (24%) people now say they look for benefits like added vitamins, minerals or fibre when deciding what to drink, up from 13% in 2024 [Field Agent].
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