The dirty soda trend, which began as a novelty in Utah, has expanded into a significant US market valued at an estimated $1.1 billion as of 2025. According to an HTF Market Intelligence report, this market is projected to grow to $2.6 billion by 2033.

Dirty soda shops offer inexpensive, highly customizable drinks that encourage frequent visits and operate more like beverage destinations than traditional fast-food outlets. This customization trend has put pressure on quick-service restaurants (QSRs), with Eric Lam, CEO of Berry AI, noting that "if dirty soda adds 30 seconds to every ticket, you’ve just made your busiest part of the day slower without knowing why."

Major beverage companies, including PepsiCo, Coca-Cola, Keurig Dr Pepper, and Nestle, have responded by introducing ready-to-drink products such as cream-flavored colas and mixers like creamers and flavored syrups. Fast-food chains have also entered the space by offering flavored cream add-ins and build-your-own beverage options.

Graham Humphreys, president of The Culinary Edge, a food and beverage consulting company, emphasized that "dirty soda isn’t really about soda. It’s about personalisation, indulgence and identity."

The rise of dirty soda trucks has lowered barriers to entry for entrepreneurs, allowing them to launch businesses with less upfront investment and meet customers directly.

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