Soda companies are racing to retain their young audience, responding to growing societal shifts that challenge traditional “diet” culture. In recent years, the body positivity movement has gained momentum, encouraging people to embrace their natural bodies rather than striving for unattainable ideals often promoted by celebrities who undergo extensive cosmetic procedures. In the face of this cultural change, soda brands are pushing back against the perception that sodas are inherently unhealthy and that “diet” drinks promote negative body image.
In an effort to connect with younger consumers, many major soda brands are moving away from the term “diet” in favor of “zero sugar.” Popular labels like Canada Dry, 7Up, and A&W have already rebranded their products to reflect this shift, hoping to attract an audience that is increasingly skeptical of diet culture. “Young people just don’t like the word ‘diet,’” said Greg Lyons, Chief Marketing Officer at PepsiCo Beverages North America, as quoted by CNN.
Pepsi has been ahead of the curve, having marketed its zero-sugar variant for years. In fact, when Donald Trump was elected president in 2016, Pepsi rebranded its Pepsi Max line as Pepsi Zero Sugar to align with changing consumer preferences. “No Gen Z wants to be on a diet these days,” Lyons confessed. “It’s about the freedom to choose what they want without feeling guilty.”
Canada Dry is also rebranding its diet ginger ale as “ginger zero,” while A&W has long transitioned from calling its calorie-free root beer a “diet drink” to labeling it a “zero sugar drink.” A&W’s decision to make the shift was largely driven by consumer demand, with customers asking why the product still carried the “diet” label. A&W Brand President Susan Senecal emphasized the importance of offering options that empower consumers to make their own choices. “Zero Sugar Diet Ginger Ale is a clear example of how we are giving people choices and helping them find what works for them,” Senecal told CNN.
As soda companies adjust to the evolving cultural landscape, their strategies reflect the increasing desire for products that align with the values of a younger generation—one that is rejecting the pressure of diet culture and instead seeking a healthier, guilt-free approach to their consumption choices.
Beyond the rebranding efforts, there is a notable shift in the broader food and beverage industry as well. Companies are beginning to place greater emphasis on transparency, with many offering more information about the ingredients and nutritional content of their products. This shift aligns with consumer demand for honesty and a more informed approach to health and wellness. Consumers today are less likely to buy into vague marketing slogans and more likely to scrutinize labels before making a purchase. This has prompted companies to rethink not only their marketing strategies but also their product formulations.
Moreover, the rise of social media and influencer culture has played a major role in amplifying these trends. Social media platforms like Instagram and TikTok have created a space where young consumers can engage directly with brands and share their opinions. Influencers with large followings are often seen promoting body positivity, wellness, and self-care over strict dieting, further challenging traditional beauty standards. As a result, companies are leveraging these platforms to reach their target audience, emphasizing messages that align with these evolving values.
Soda brands are also beginning to introduce more variety in terms of flavor offerings and even explore healthier alternatives, such as adding natural sweeteners or incorporating vitamins and electrolytes. These innovations show that soda companies are no longer just focused on providing sugar-free drinks but are also looking to offer products that cater to the evolving preferences of health-conscious consumers.
In response to the growing trend of personalization, many soda companies are offering customizable drink options, allowing consumers to choose the ingredients that suit their specific tastes and health goals. This aligns with the desire for more personalized and flexible consumption habits, where young consumers feel empowered to create their own product experiences. Whether it’s adjusting the level of sweetness or adding unique flavors, these options provide a sense of agency and control that resonates with today’s market.