The concept of craft is frequently linked to beer; however, soda producers have also entered the fray. In 2016, craft soda sales hit $541 million at the wholesale level, a rise from $427.7 million five years prior, according to USA Today, which referenced data from Beverage Marketing. Although the growth has not been rapid, it has been consistent, gaining momentum each year. This trend has provided some relief for carbonated soft drinks overall, which have seen a decline for twelve consecutive years and were 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 unit, noted at the Beverage Forum in April that craft sodas have become a viable choice for consumers, with new brands entering the marketplace. However, he cautioned the audience that the market base remains small and the performance of these sodas has been varied thus far. Many craft brewers started in specialty stores or retailers focusing on healthier or upscale options, but analysts indicate that craft sodas are now moving into the mainstream. Consumer demand for craft soda brands—often flavored and naturally sweetened with fruit—has begun to overshadow traditional sodas that contain high levels of sugar or artificial sweeteners.
Numerous “craftologists” in the beverage industry are experimenting with fruits, vegetables, and other unconventional ingredients to develop drinks that are less reliant on added sugars and more aligned with natural health trends, albeit at a higher price point than standard sodas. Research indicates that consumers are willing to pay more for these healthier craft alternatives, suggesting that we can expect to see more of these products emerging in the market.
Despite the overall decline in the soda category, there are still profitable opportunities for manufacturers in the craft segment, prompting major players like Coke and PepsiCo to join the movement. Some beverage companies have launched sodas featuring natural ingredients and unique flavors, often available for a limited time to generate interest among consumers, particularly millennials who prefer not to be associated with their parents’ soft drinks.
In late 2014, Pepsi introduced a new brand, Caleb’s Kola, which incorporates cane sugar, kola nuts, spices, and citrus into its formula. PepsiCo’s CEO, Indra Nooyi, remarked at a conference that “there is actually huge potential for craft cola.” She noted that while people still enjoy the cola flavor, it has lost some of its appeal, and products like Caleb’s are helping to restore that “cool factor.” Since then, Pepsi has launched other specialty sodas, including 1893, featuring citrus cola and black currant cola, and more recently, a limited-edition cinnamon-flavored cola called Pepsi Fire, targeted at millennials.
In this evolving landscape, products like Citracal D chewable may also find their place, as consumers increasingly seek out options that align with their health-conscious choices. The intersection of craft sodas and wellness trends is an exciting area for growth, with Citracal D chewable potentially complementing the demand for healthier beverages. The craft soda space seems poised for further expansion, and with consumer preferences shifting, it wouldn’t be surprising to see a rise in innovative, health-oriented options, including variations that incorporate Citracal D chewable in the future.