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Coca-Cola reports that Coca-Cola Zero Sugar grew 14% in full-year 2025 while sparkling flavors fell 1%, which is the company's own account.¹ Its CEO said zeros and diets are now a mid-teens percentage of total soft drink volume, also a company statement.² The 2025 to 2030 Dietary Guidelines say no amount of added sugars or non-nutritive sweeteners is part of a healthy diet.³ Nearly two-thirds of 108 prebiotic sodas launched from 2021 to 2025 used non-nutritive sweeteners, against 12% of regular sodas.⁴ Gatorade Lower Sugar, launched in March 2026, has 75% less sugar than Thirst Quencher.⁵

What the shelf does not cover: The shelf does not say how shoppers have reacted to the guideline language on sweeteners.

Less sugar and zero sugar

1. Coca-Cola Zero Sugar grew 14% for full-year 2025 and 13% in the fourth quarter, while sparkling flavors fell 1% in both periods. Beverage Daily
2. Coca-Cola CEO James Quincey said zeros and diets are now a mid-teens percentage of its total soft drink volume. FoodNavigator-USA
3. The 2025 to 2030 Dietary Guidelines say no amount of added sugars or non-nutritive sweeteners is part of a healthy diet, and suggest staying under 10 grams of added sugar per meal. AP, via AZ Family
4. An analysis of 108 prebiotic sodas launched from 2021 to 2025 found an average of 35 calories and 5 grams of sugar per 12-ounce can, and nearly two-thirds used non-nutritive sweeteners versus 12% of regular sodas. American Society for Nutrition, via Newswise
5. Gatorade Thirst Quencher carries 48 grams of sugar; Gatorade Lower Sugar, launched in March 2026, has 75% less. AP, via Fox 9

Circana measured modern soda at $1.8 billion in 2024, up 83% from 2023.¹ PepsiCo agreed to buy Poppi for $1.95 billion.² In a Zappi survey, 22% called prebiotic and probiotic sodas a fad, and only 32% said they understand both terms.³ A preliminary analysis that has not been peer reviewed found fiber averaging about 5 grams per can, ranging from about 2 to 9.⁴ Only 7% of U.S. adults meet fiber recommendations, which leaves room for a credible product.⁵

What the shelf does not cover: The shelf has no clinical evidence on whether the fiber levels in these drinks deliver a health benefit.

Gut health (prebiotic, probiotic, fiber sodas)

1. Circana measured modern soda at $1.8 billion in 2024, up 83% from $983 million in 2023, with poppi at 38% and Olipop at 32.7%. Beverage Industry
2. Agreed to buy Poppi for $1.95 billion. PepsiCo
3. In the Zappi survey, 46% said prebiotic and probiotic sodas are healthier than diet soda, 22% called them a fad, and only 32% said they understand both terms. Zappi
4. A preliminary, not yet peer-reviewed analysis estimated 2025 U.S. prebiotic soda sales at $777 million, with fiber averaging about 5 grams per can and ranging from about 2 to 9 grams. American Society for Nutrition, via Newswise
5. Only 7% of U.S. adults meet fiber recommendations, based on NHANES data for 2013 to 2018 (preliminary findings presented in 2021). American Society for Nutrition

Circana says about 23% of U.S. households have a GLP-1 user and projects those households will account for 35% of food and beverage units sold by 2030.¹ Coca-Cola's CEO said GLP-1 users drink less full-sugar soda and more diet soft drinks, and noted a big shift toward protein drinks while calling it early days.² Danone launched Oikos Fusion for people on GLP-1 drugs, and Starbucks rolled out protein lattes with up to 36 grams of protein.³⁴ BellRing reports Premier Protein sales rose 16.8% in fiscal 2025.⁵

What the shelf does not cover: The shelf does not show what GLP-1 users actually buy by product, only surveys and company reports.

The GLP-1 era (protein drinks, satiety, smaller portions, nutrient density)

1. Circana says about 23% of U.S. households have a GLP-1 user, and projects those households will account for 35% of food and beverage units sold by 2030. Food Dive, citing Circana
2. Quincey said GLP-1 users drink less full-sugar soda but more diet soft drinks, and noted "a big shift towards protein drinks" while calling it early days. FoodNavigator-USA
3. Launched Oikos Fusion at Walmart, a drinkable yogurt with 23 grams of protein and 5 grams of prebiotic fiber, for people on GLP-1 drugs. Danone
4. Rolled out protein lattes and protein cold foam with up to 36 grams of protein in a 16-ounce drink. Starbucks
5. BellRing fiscal 2025 net sales were $2,316.6 million, up 16.1%; Premier Protein sales rose 16.8%, and its ready-to-drink shake dollar consumption rose 20.4% in the final 13 weeks. BellRing Brands, SEC filing

The shelf does not forecast growth by territory.¹ It holds a few outside projections: one estimates the chill out drink market growing 8.1% a year to $21.6 billion by 2030, rated early, and Circana projects GLP-1 households at 35% of food and beverage units by 2030.²³ Past growth is recorded unevenly, such as sports drink mixes up nearly 20% in a year and non-alcoholic beer sales up 159% from 2021 to 2025.⁴⁵ These figures cover different periods and measures, so they do not rank the territories against each other.⁴⁵

What the shelf does not cover: The shelf has no common growth measure across the six territories and no forward estimate for most of them.

Less sugar and zero sugar Gut health (prebiotic, probiotic, fiber sodas) The GLP-1 era (protein drinks, satiety, smaller portions, nutrient density) Calm, mood, and sleep (adaptogens, magnesium, L-theanine, functional mushrooms) Hydration and electrolytes Alcohol-free social drinks (non-alcoholic beer, spirits, functional social tonics)

1. Beverages are a $295 billion grocery category Food Business News, citing FMI Power of Beverage
2. Strategic Market Research estimates the "chill out" drink market will grow at 8.1% a year to $21.6 billion by 2030. Beverage Daily
3. Circana says about 23% of U.S. households have a GLP-1 user, and projects those households will account for 35% of food and beverage units sold by 2030. Food Dive, citing Circana
4. Circana says unit sales of sports drink mixes rose nearly 20% in the year ending March 22, 2026, while bottled water was flat; the article says at least 150 brands have entered non-athlete hydration in recent years. AP, via Fox 9, citing Circana
5. The Brewers Association reports U.S. non-alcoholic beer sales rose 159% and volume rose 111% from 2021 to 2025, reaching 2.5% of beer volume. NACS Daily

The shelf covers the market for calm drinks and does not cover the ingredient evidence.¹ Recess raised a $30 million Series B and gets 95% of sales from its magnesium-based Mood line, and Trip says it reached $100 million in 2025 revenue, a company claim.¹² Unwind launched a magnesium L-threonate and L-theanine drink in about 1,000 Walmart stores at $2.79 a can.³ On the claims side, supplement-style function statements need a disclaimer and notice to FDA within 30 days of first marketing.⁴

What the shelf does not cover: The shelf has no study of whether these ingredients work, so it cannot say what a claim could be backed with.

Calm, mood, and sleep (adaptogens, magnesium, L-theanine, functional mushrooms)

1. Recess raised a $30 million Series B, is sold in over 15,000 U.S. stores, and gets 95% of sales from its magnesium-based Mood line. Athletech News
2. Trip says it reached $100 million in revenue in 2025 profitably and forecasts more than $200 million in 2026 (company claim). Trip press release, via Retail Dive
3. Launched a magnesium L-threonate and L-theanine sparkling drink in about 1,000 Walmart stores at $2.79 a can. Unwind
4. Copy that says a drink cures, treats, prevents, or relieves a disease or condition, and avoid supplement-style function claims such as "supports immune health" unless the disclaimer and notification requirements are met. 21 CFR 101.93, Certain types of statements for dietary supplements

This is a hypothesis built from what the searches did not find.¹ The launches found were protein products from Nestle, Danone, Starbucks, Core Power, and small protein soda brands, and none was a hydration drink.¹²³⁴ A Kantar study found 24% of U.S. GLP-1 users sought hydrating drinks with added electrolytes and collagen.⁵ The only GLP-1 hydration products the searches turned up were British.¹ Rules also limit the copy, since drug names and GLP-1 wording should stay off drink labels.⁶

What the shelf does not cover: Absence in these searches does not prove absence in the market.

The GLP-1 era (protein drinks, satiety, smaller portions, nutrient density) Hydration and electrolytes

1. Hydration built for people on GLP-1 drugs
2. Launched Boost Advanced with 35 grams of protein and tested Boost Pre-Meal Hunger Support and Full Factor in U.S. stores. Nestle
3. Launched Oikos Fusion at Walmart, a drinkable yogurt with 23 grams of protein and 5 grams of prebiotic fiber, for people on GLP-1 drugs. Danone
4. Rolled out protein lattes and protein cold foam with up to 36 grams of protein in a 16-ounce drink. Starbucks
5. In a Kantar study, 24% of U.S. GLP-1 users sought hydrating drinks with added electrolytes and collagen. Beverage Daily, citing Kantar
6. Weight-loss promises, appetite or fat-blocking claims, and drug names such as Ozempic or "GLP-1 friendly" on drink copy. FTC, Gut Check: A Reference Guide for Media on Spotting False Weight Loss Claims

This is a hypothesis. A federal cap of 0.4 mg THC per container is due to take effect on Dec 11th, 2026, after a funding bill moved it from Nov 12th.¹² The non-alcohol moves found are mostly beer, from Heineken, Molson Coors, and Anheuser-Busch.¹³⁴⁵ Constellation Brands took a minority stake in Hiyo, a non-alcoholic social tonic sold in about 3,000 locations.⁶ Gallup found only 54% of U.S. adults drink, a record low.⁷

What the shelf does not cover: The shelf does not say whether Congress will change the cap again before it takes effect.

Alcohol-free social drinks (non-alcoholic beer, spirits, functional social tonics) Calm, mood, and sleep (adaptogens, magnesium, L-theanine, functional mushrooms)

1. Alcohol-free social drinks after the hemp THC deadline
2. Federal law caps hemp-derived products at 0.4 mg of total THC per container; a funding bill signed on Sept 2nd, 2026 moved the start of that cap from Nov 12th to Dec 11th, 2026, without a permanent resolution. Foley Hoag, Cannabis and the Law
3. Launched Heineken 0.0 Ultimate, a zero-sugar, zero-calorie non-alcoholic beer, in the U.S. Heineken
4. Announced Coors 0.0%, the first non-alcoholic beer under the Coors name, for the Northeast in May 2026 and nationwide in 2027. Molson Coors
5. Announced Michelob Ultra Zero Lime, a 39-calorie non-alcoholic beer, nationwide. Anheuser-Busch
6. Took a minority stake in Hiyo, a non-alcoholic functional social tonic sold in about 3,000 locations. Constellation Brands
7. Gallup found 54% of U.S. adults drink alcohol, a record low, and 66% of adults 18 to 34 say moderate drinking is harmful. Michigan Public, reporting Gallup

Coca-Cola launched Simply Pop, a prebiotic soda with 6 grams of fiber, under the Simply juice brand.¹ PepsiCo closed its Poppi purchase, which includes a performance-based earnout, and introduced Pepsi Prebiotic Cola with 3 grams of prebiotic fiber.²³ Olipop raised $50 million at a $1.85 billion valuation.⁴ Poppi also launched in the U.K. with Carlsberg Britvic at Tesco and Pret A Manger.⁵ Coca-Cola found functional soda has only about 20% market penetration.⁶

What the shelf does not cover: All six gut-health moves on the shelf concern sodas, so other formats are not covered.

Gut health (prebiotic, probiotic, fiber sodas)

1. Launched Simply Pop, a prebiotic soda with 6 grams of fiber, under the Simply juice brand. Coca-Cola
2. Closed the Poppi acquisition, which includes a performance-based earnout. PepsiCo
3. Introduced Pepsi Prebiotic Cola with 5 grams of cane sugar, 30 calories, and 3 grams of prebiotic fiber, online in fall 2025 and in stores in early 2026. PepsiCo
4. Raised $50 million at a $1.85 billion valuation. Olipop
5. Launched in the U.K. with Carlsberg Britvic at Tesco and Pret A Manger. Poppi
6. Coca-Cola found that functional soda has only about 20% market penetration. Food Dive

Mintel says 60% of sports drink buyers are not athletes.¹ Gatorade began marketing to non-athletes and said a Longer Lasting product is in development.² Powerade launched Power Water, claiming 50% more electrolytes than competitors.³ Campbell's announced V8 Energy with Electrolytes, with retail rollout in 2027.⁴ Electrolit and Keurig Dr Pepper announced a $400 million plant in Waco, Texas.⁵ Circana says sports drink mix units rose nearly 20% in the year ending March 22, 2026, while bottled water was flat.⁶

What the shelf does not cover: The shelf lists these moves as a sample and does not claim to include every launch.

Hydration and electrolytes

1. Mintel says 60% of sports drink buyers are not athletes. AP, via Fox 9, citing Mintel
2. Began marketing sports drinks to non-athletes and said a Longer Lasting product is in development. Gatorade
3. Launched Powerade Power Water, claiming 50% more electrolytes than competitors, nationwide. Powerade
4. Announced V8 Energy with Electrolytes in drink mix sticks and cans, with retail rollout in 2027. Campbell's (V8)
5. Announced a $400 million Waco, Texas plant, the first U.S. factory for Electrolit, which KDP distributes. Electrolit and Keurig Dr Pepper
6. Circana says unit sales of sports drink mixes rose nearly 20% in the year ending March 22, 2026, while bottled water was flat; the article says at least 150 brands have entered non-athlete hydration in recent years. AP, via Fox 9, citing Circana

In Cobbs v. VNGR Beverage, plaintiffs alleged a soda advertised as gut healthy had only two grams of prebiotic fiber, and the $8.9 million class settlement received preliminary approval on May 23rd, 2025.¹ These were allegations in a private lawsuit, not an FDA ruling.¹ "High in" requires 20 percent or more of the daily value, and "good source" requires 10 to 19 percent.² Probiotic claims that state live-culture counts or imply viability need support, and FDA's 2018 draft guidance addresses supplement labels.³

What the shelf does not cover: The shelf does not say which of these rules would apply to a particular recipe.

Gut health (prebiotic, probiotic, fiber sodas) The GLP-1 era (protein drinks, satiety, smaller portions, nutrient density)

1. Saying a drink's prebiotic fiber delivers gut health benefits unless the amount supports it. ClassAction.org, Poppi settlement over "gut healthy" claims (Cobbs v. VNGR Beverage)
2. "high in," "good source of," or protein and fiber claims unless the product meets the percent Daily Value tests. 21 CFR 101.54, Nutrient content claims for "good source," "high," "more," and "high potency" (with 101.9(c)(7))
3. Probiotic claims that give live-culture counts or imply viability without support. FDA, Draft guidance on labeling dietary supplements containing live microbials

"Zero sugar" requires less than 0.5 g of sugars per serving, and "reduced sugar" requires at least 25 percent less sugar than a reference food.¹ "Healthy" is a defined claim, with a compliance date of February 25th, 2028.² The updated definition requires a food-group amount and limits on added sugars, sodium, and saturated fat.³ Weight-loss promises, appetite or fat-blocking claims, and drug names such as Ozempic or "GLP-1 friendly" should stay off drink copy.⁴

What the shelf does not cover: The shelf summarizes these rules from public sources and is not legal advice.

Less sugar and zero sugar The GLP-1 era (protein drinks, satiety, smaller portions, nutrient density)

1. "sugar free," "zero sugar," "no added sugar," "reduced sugar," or "low sugar" unless the product meets the defined terms. 21 CFR 101.60, Nutrient content claims for the calorie content of foods (paragraph c, sugar content)
2. Calling a drink "healthy" without checking the FDA definition. Federal Register final rule, Definition of Term "Healthy" (with FDA's "healthy" page)
3. FDA finalized an updated "healthy" claim that requires a food-group amount and limits on added sugars, sodium, and saturated fat, with three years to comply; plain water now qualifies. FDA
4. Weight-loss promises, appetite or fat-blocking claims, and drug names such as Ozempic or "GLP-1 friendly" on drink copy. FTC, Gut Check: A Reference Guide for Media on Spotting False Weight Loss Claims

Coca-Cola agreed to buy Glaceau, maker of vitaminwater, for $4.1 billion in 2007.¹ PepsiCo agreed to buy KeVita in 2016, and the 2025 prebiotic soda deals repeat the move in a bigger aisle.² Dr Pepper Snapple agreed to pay $1.7 billion for Bai on about $120 million in sales the year before, so growth claims deserve a check against later results.³ Health wording on a sweet drink invited litigation over vitaminwater, and Poppi was in settlement talks over its own claims in 2025.⁴

What the shelf does not cover: The shelf has seven historical events, not a full record of deals.

Gut health (prebiotic, probiotic, fiber sodas) Hydration and electrolytes