Soft Drink Manufacturers NAICS 312111

Feb 21, 2026 - Protein-Fortified Soda

• Soft drink manufacturers are joining the booming protein trend, Parade reports. SkyPop protein soda, a beverage designed to blend nostalgia with functional nutrition, launched nationally following a successful retail launch. With 10 grams of whey protein, zero sugar, and 45 calories per can, SkyPop is marketed as an everyday beverage rather than a gym‑only product, an approach that soft drink makers are adopting to win back health‑conscious consumers. For beverage companies, the success of SkyPop at major retailers signals a major opportunity: protein‑fortified sodas can command premium pricing, expand shelf space, and attract younger shoppers seeking flavor-forward drinks with added benefits. The brand’s playful flavors and athlete‑backed marketing also demonstrate how soft drink manufacturers can repackage protein as fun and accessible. The protein soda trend shows soft drink makers leaning into functional ingredients to revive category growth and compete with energy drinks, hydration beverages, and better‑for‑you sodas.
• Antitrust regulators alleged in a recently unsealed lawsuit that PepsiCo worked to keep its soda prices higher at many stores to protect Walmart’s lower prices, The Wall Street Journal reports. The lawsuit described PepsiCo’s efforts to favor Walmart, which accounted for 14% of its net revenue in 2024, as a long-term practice. The FTC made the allegations in a filing in a federal court in New York City during the final days of the Biden administration that was later dismissed by the Trump administration. Still, the case highlights growing federal scrutiny of price discrimination and promotional allowances, indicating that manufacturers may face tighter oversight of how they negotiate with major retailers. If regulators push for stricter compliance with the Robinson‑Patman Act, which forbids suppliers from selling goods at different prices to retailers, producers could lose flexibility in offering customized discounts, promotional funding, or volume‑based deals to large chains.

• Sales of so-called "modern soda" rose 83% from 2023 to 2024, from $983 million to $1.8 billion, according to market research firm Circana. Modern refers to newer carbonated soft drink brands like poppi (acquired by PepsiCo in May for $1.95 billion) and Olipop that appeal to consumers looking for an alternative to legacy soft drinks. “Products in this newly defined modern soda category share carbonation and some flavor profiles with traditional sodas, but they’re distinct in several ways,” explains Circana’s Daniel Joyner, adding “These beverages are typically sweetened with stevia, cane sugar or real juice, and often marketed on digestive, functional benefits, or better-for-you attributes.” In terms of market share, Circana lists the brands as follows: poppi (38%), Olipop (32.7%), Zevia (12.1%), Jarritos (10.3%), Fever Tree (4%) with all others accounting for 2.9%.
• Producer prices for soft drink manufacturers rose 2.9% in November compared to a year ago, after rising 5.2% in the previous November-versus-November annual comparison, according to the latest US Bureau of Labor Statistics data. Prices soft drink makers charge for their products have been rising steadily since mid-2021 to recent record high levels. The 50% tariff on imported aluminum used for soda cans is driving up costs for producers and, ultimately, consumer prices. Retail prices for carbonated drinks rose 0.7% year over year in November, per the BLS. Meanwhile, employment by soft drink manufacturers was flat YoY in November.