A regional curiosity from Utah has evolved into a national beverage trend known as dirty soda, according to a report published August 1. The drink, which consists of fountain soda mixed with syrups, cream, fruit purees, and citrus, has grown into a U.S. obsession driven by customization, social media, and a consumer desire for affordable social spaces.
The movement traces back to 2009 when Nicole Tanner opened Swig in St George, Utah, to provide an affordable indulgence for families. Swig, which opened its first location in 2010, coined the term dirty soda after adding a coconut syrup to Dr Pepper. The concept found significant traction among members of the Church of Jesus Christ of Latter-day Saints, as the church clarified in 2012 that caffeine is not prohibited under its Word of Wisdom guidelines.
As the concept spread, specialty chains like Sodalicious and FiiZ Drinks emerged in the Beehive State. Swig strategically positioned itself near universities, including Utah Tech University and Brigham Young University, to cultivate a loyal student following. The trend gained mainstream momentum in the early 2020s via social media platforms like TikTok and Instagram, and through exposure on the Hulu reality show The Secret Lives of Mormon Wives.
Market data indicates the trend's rising popularity, with Yelp searches for dirty soda hitting an all-time high in May of this year, representing a 229 percent increase compared to May 2025. Furthermore, a 2025 study in the Health & Place journal noted a decline in the availability of third places—social environments separate from home and work—across U.S. census tracts between 2010 and 2021.
The rise of dirty soda aligns with shifting demographics, as Gen Z consumers increasingly seek nonalcoholic alternatives and show a preference for supporting small businesses. While major beverage companies and quick-service restaurants have begun introducing cream-flavored mixers and customizable beverages to compete, experts suggest the high level of personalization in standalone shops provides a unique advantage that prepackaged products cannot replicate.
The dirty soda market is seeing significant growth, with projections suggesting it could expand from an estimated $1.1 billion in 2025 to $2.6 billion by 2033, according to an HTF Market Intelligence report. While challenges such as high calorie counts and limited food offerings exist, the industry continues to expand from its Utah roots to locations across the United States and internationally.
