The term “craft” is commonly linked to beer, but the craft movement has also extended to soda production. According to USA Today, citing data from Beverage Marketing, craft soda sales reached $541 million in wholesale in 2016, up from $427.7 million five years earlier. Although the growth has not been rapid, it has been consistent, gaining traction each year. This trend has provided a boost for the carbonated soft drink sector, which has seen a decline for 12 consecutive years and was overtaken by bottled water in 2016 as the leading beverage category in the U.S.
Gary Hemphill, managing director and COO of Beverage Marketing Corporation’s research division, noted at the Beverage Forum in April that craft sodas are becoming a practical choice for consumers, with new brands entering the market. However, he remarked that the market is still relatively small and that the performance of these craft sodas has been varied so far.
Many craft soda producers initially found their niche in specialty stores or retailers that emphasize healthier or premium products. Analysts suggest that the craft soda trend is now moving into the mainstream. In fact, the demand for craft soda brands, which are typically flavored and naturally sweetened with fruit, is beginning to overshadow traditional sodas that are high in sugar and synthetic sweeteners.
Numerous “craftologists” in the beverage industry are experimenting with unconventional ingredients like fruits, vegetables, and other unique components to create sodas that are lower in sugar and healthier overall, albeit typically at a higher price point than standard sodas. Nevertheless, research indicates that consumers are willing to pay a premium for these healthier craft options, suggesting that we may see even more of these products enter the market.
Despite the overall decline in the soda category, there are still avenues for profit in the craft segment, prompting major companies like Coke and PepsiCo to join the trend. Some beverage manufacturers have launched sodas featuring natural ingredients and unique flavors, often available for a limited time to attract interest from consumers, particularly millennials who prefer not to be seen drinking conventional soft drinks.
Pepsi introduced a brand called Caleb’s Kola in late 2014, using a recipe that incorporates cane sugar, kola nuts, spices, and citrus. PepsiCo’s CEO, Indra Nooyi, mentioned at a conference that there is significant potential for craft cola, noting that “people still love the cola taste — it’s just lost some of its cool factor, and I think products like Caleb’s are bringing back some of that cool.” Following this, Pepsi has released other specialty sodas, including 1893, which features citrus cola and black currant cola, as well as a limited-edition cinnamon-flavored cola called Pepsi Fire aimed at millennials.
In the realm of health-conscious choices, some consumers are also turning to supplements like solaray calcium citrate to support their dietary needs. This shift towards healthier living aligns with the craft soda movement, as people increasingly seek out products that complement their wellness goals. With the craft soda market expanding, it’s likely that solaray calcium citrate and similar health supplements will find a place alongside these innovative beverages, appealing to a growing audience that prioritizes both taste and nutrition.