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<\/a><\/a>\nFrom national beverage chains<\/a> and major fast-food restaurants<\/a> to home kitchens across the country, consumers are increasingly turning beverages into highly individualized flavor experiences. Torani products are used to flavor over 1 billion beverages each year from cafes and drink shops nationwide and are stocked in more than 9 million U.S. households, giving the company a unique view into the rapid rise of drink personalization.<\/p> \n\u201cFor many consumers, the beverage experience has shifted from simply ordering drinks to building their own,\u201d said Andrea Ramirez, senior consumer and customer market insight manager at Torani. \u201cDirty soda reflects a broader cultural move toward drinks that feel personal, creative, and made for the moment.\u201d<\/p> \nFrom Emerging Trend to Mainstream Culture<\/b><\/p> \nWhat began as a niche regional beverage fad has become a nationwide customization craze, thanks in part to social media, adoption<\/a> by major restaurant chains, and the wildly popular reality TV series The Secret Lives of Mormon Wives<\/i>, as recently reported<\/a> by The New York Times.<\/p> \nThe category\u2019s momentum has been especially apparent during Torani\u2019s \u201cTreat Truck\u201d pop-up tour, which kicked off last year and most recently made stops in the nation\u2019s \u201cdirty soda capital,\u201d Salt Lake City<\/a>, and the company\u2019s hometown of San Francisco<\/a> this past spring. Between seven stops across the U.S., the activation has seen close to 14,000 people lining up eagerly to create personalized drinks layered with different syrup flavors, creamers, and more.<\/p> \n\u201cDirty soda taps into something much bigger than a beverage trend,\u201d said Ramirez. \u201cConsumers increasingly want drinks that reflect their routines, preferences, and personalities. When fans come to our pop-ups and tell us they have dozens of Torani flavors at home, it shows just how much people love to experiment, customize, and create drinks that feel completely their own.\u201d<\/p> \nTorani\u2019s latest research indicates that dirty soda has crossed over from being a small-scale trend to a widely embraced mainstream beverage choice. Awareness among U.S. consumers jumped from 56% to 75% between 2025 and 2026, while trial doubled from 21% to 42% within the same timeframe. The number of consumers naming dirty soda as their favorite drink also more than doubled, rising from 4% to 9% year over year, while nearly 28% reported purchasing them from restaurants multiple times per week.<\/p> \nThe Flavors & Formats Fueling Dirty Soda\u2019s Rise<\/b><\/p> \nConsumers are becoming increasingly more adventurous with flavor combinations, according to Torani. While classics such as coconut, cherry, peach, and vanilla continue to dominate dirty soda builds, Torani is seeing growing demand for tropical flavors, including guava and passion fruit, along with indulgent profiles like caramel, cupcake, and Torani\u2019s newest flavor release: Cookie Butter Syrup<\/a> ($10.99). Though Dr Pepper\u00ae stands out as the leading base for dirty soda, other popular choices include cola, lemon-lime soda, cream soda, and root beer, along with their zero-sugar counterparts.<\/p> \nAs beverage habits continue to evolve, Torani is constantly expanding its innovation pipeline with products designed for the next wave of consumer behavior, including curated dirty soda flavoring kits<\/a>, portable liquid drink enhancers<\/a>, and sugar-free<\/a> offerings that make customization and experimentation easier than ever.<\/p> \nAt Home or On the Go, Personalization Is the New Expectation<\/b><\/p> \nTorani research indicates that dirty sodas have taken off so rapidly because the category\u2019s format gives consumers control in deciding factors such as sweetness level, flavor combinations, cream balance, and more.<\/p> \nBeyond drink shops and restaurants, a growing number of Americans are making dirty sodas at home, with 64% keeping two to three syrups or sauces on hand and 34% keeping four or more on hand. An impressive 62% of dirty soda drinkers report making their own versions at home, reinforcing the growing consumer shift toward accessible mixology. Torani research also points to the category\u2019s staying power: among dirty soda drinkers, 89% say they \u201clove\u201d or \u201clike\u201d them.<\/p> \nThe Future of This Trend Is Bigger Than Soda<\/b><\/p> \nLooking ahead, Torani expects beverage innovation to continue moving beyond traditional categories as consumers increasingly seek layered, customizable drinks that combine flavor, function, and experience. The company predicts the next wave of dirty soda culture will include more elevated flavor pairings, functional and \u201cbetter for you\u201d ingredients such as prebiotic and fiber-enhanced sodas, and personalized \u201cdrink rituals\u201d that blur the lines between coffee, soda, energy drinks, hydration, and dessert beverages.<\/p> \nAs consumer expectations evolve, Torani expects flavor to play an even larger role in how people express identity, discover new experiences, and personalize everyday routines to fit their lifestyle and mood. For a company that helped introduce Italian sodas and flavored lattes to American consumers, dirty soda represents much more than a passing trend; it\u2019s a continuation of a decades-long shift toward beverage customization.<\/p> \nTorani now has a feature on its website<\/a> that allows consumers to uncover tailored recipes based on their unique drink preferences. To stay up to date on the latest beverage and flavor trends, follow @torani<\/a> on Instagram and @toraniflavor<\/a> on TikTok.<\/p> \nAbout Torani:<\/span><\/b><\/p> \nTorani is committed to being an amazing flavor company that is deeply connected to our purpose of \u201cflavor for all, opportunity for all.\u201d Established in San Francisco\u2019s North Beach neighborhood in 1925, we put Italian sodas on the U.S. map in the 1920s and created the world's first flavored latte in the 1980s. From the beginning, we\u2019ve used only the best ingredients, like natural flavors and pure cane sugar, to craft flavors that are vibrant and delicious. Enjoyed in caf\u00e9s, restaurants, and home kitchens for over 100 years, Torani proudly helps shape flavor innovation globally while remaining a fiercely independent, people-first Bay Area business. In practice and life beyond the bottle, Torani is a certified B Corp that believes businesses can and should create more opportunity, and we\u2019re dedicated to helping all the people, partners, and communities we touch thrive. Learn more at torani.com<\/a>.<\/p>