A star is born – say hello to dirty soda!

According to experts – mainly American ones – dirty soda has taken the beverage market by storm in the past year and has become a major competitor of coffee and/or fruit-based soft drinks.

This article is available for reading in Trade magazin 2025/10.

Social media, the demand for personalisation and special experiences are the engine of the dirty soda trend. As a result of this phenomenon, big brands and restaurant chains – including McDonald’s – have introduced their own versions to appeal to the growing consumer base for this drink, especially to Generation Z.

Dirty soda is based on traditional carbonated soft drinks such as cola, ginger ale or something similar, which is almost always made more exciting with cream or coconut cream, as well as vanilla, caramel, or fruit syrups, candied fruit, boba pearls, whipped cream and sometimes even lime or spices.

A Nestlé is belépett a piacra, speciális termékeket készít dirty sodákhoz

We are talking about colourful, layered and visually appealing drinks that are specifically referred to as “Instagram-friendly”. According to MenuData, the dirty soda market is growing rapidly: currently dirty soda has a 2% penetration rate on menus across the entire spectrum of American hospitality, but it is growing at a 42% rate. The product’s average price was USD 5.50 this summer.