Bubbling potential: Prebiotic sodas on course to take off in SEA on the back of rising demand and product boom
Carbonated soft drinks are reportedly a frequently consumed beverage in most markets in the region, with the popularity believed to stem from a combination of factors, including appealing taste, affordability, and wide availability.
However, consumers in SEA are also increasingly prioritising gut health, a trend accelerated by the pandemic. Data from Mintel’s report in March 2024 showed that 77% of Indonesian and Philippine consumers cite “boosting gut health” as a major factor when purchasing healthy food and drinks.
“For health-conscious consumers, including those who abstain from alcohol, traditional sodas can be a guilty pleasure. This presents an opportunity for functional carbonated soft drinks. For instance, brands can position prebiotic sodas as sophisticated and refreshing alternatives to alcoholic beverages.
“The addition of ‘boosters’ such as prebiotics aligns with the health-focused mindset of consumers. Prebiotic soft drinks can also mirror the flavour trends currently trending in the flavoured alcoholic beverage market,” Heng Hong Tan, senior food and drink analyst (APAC) at Mintel, told NutraIngredients-Asia.
He added that the recent boom of prebiotic sodas in North America has inspired SEA companies to develop their own versions for the local market.
“SEA already has a history of fibre-rich sodas, such as Coca-Cola Plus, which contains a source of dietary fibre called dextrin. In recent times, there have also been notable prebiotic soda launches particularly in Malaysia, including gutC’s Peach Prebiotic Soda Drink, and Supergulp Sparkling Prebiotics canned beverages.”
Additionally, Philippines-based Pacific Synergy Food and Beverage Corp has developed a range of sugar-free sparkling prebiotic drinks that come in flavours like yoghurt, root beer and cream soda.
Branded as Nutrifizz, the drinks were unveiled at the FHA-Food & Beverage trade show in April and are expected to be launched “soon”. They are said to contain prebiotics, including xylose, arabinose and xylo-oligosaccharides, to provide functional benefits.
Gaining ground
According to Tan, prebiotic sodas target consumers who want gut health benefits but do not like the taste of fermented drinks such as kombucha and apple cider vinegar.
“Prebiotic sodas are a familiar and delicious way to support gut health, as taste remains a key driver for consumer acceptance. Our research shows that 60% of Thai consumers consider taste an important factor when buying functional foods and drinks. Flavour innovation will help boost the appeal to people seeking both taste and health benefits.
“Furthermore, prebiotic sodas offer versatility that extends beyond traditional meal pairings. Brands can position these beverages as refreshing, all-day drinks suitable for various occasions, from quenching thirst on a hot day to sophisticated alternatives to alcoholic beverages for the sober-curious consumer.”
To capitalise on this emerging category, it is crucial for brands to build consumer confidence through transparent communication about health claims.
“In Thailand, 42% of consumers do not trust claims made by food and drink products with added health benefits. Among drinks that offer similar health benefits, 36% of Thai consumers aged between 18 and 34 are more likely to choose one that has efficacy backed by testimonials, including online influencers.
“Eye-catching packaging can also significantly enhance consumer trust and engagement. For example, The Tapping Tapir uses on-pack messaging to describe how the prebiotics and vitamin C in the gutC drink help improve immunity, gut health and digestion, while Supergulp addresses questions about product ingredients and benefits on its website.”
