Soda Is Fizzling Out: Why the Performance Generation Prefers Function Over Fizz

SALT LAKE CITY--(BUSINESS WIRE)--Soda consumption is in freefall, driven largely by a shift towards healthier, functional beverages like those offered by Echo, a category leader in hydrogen health. But one group hasn’t gotten the memo: Baby Boomers. While the performance generation has traded sugary drinks for advanced hydration solutions, Boomers remain the last major demographic fueling America’s decades-long addiction to soda.

According to a 2023 report from the Centers for Disease Control and Prevention (CDC), 31% of high school students reported avoiding soda consumption, an increase from 22% in 2013. But dig deeper, and a generational divide emerges. Younger adults have significantly reduced soda intake in recent years, driven by growing awareness around inflammation, metabolic health, and chronic disease. Boomers, however, have held the line—consuming traditional sodas at levels largely unchanged over the past decade.

“For performance-minded young consumers, soda is becoming the cigarette of our generation,” said Josh Carr, CEO of Echo. “This audience isn’t satisfied with taste alone—it expects functionality and health benefits in every sip. They want hydration that performs, something that feels good and does good. If a drink doesn’t support their long-term health, it’s off the table.”

As demand collapses among health-conscious consumers, soda brands are quietly shifting their focus. Prebiotic sodas, “gut-friendly” formulas, and clean-label rebrands are aimed at younger demographics—while legacy products continue to target older consumers less likely to change.

In the wake of soda’s decline, innovative brands are stepping up to fill the gap. Echo is the category leader in hydrogen health. The Echo Flask is a sleek, portable design. Building on that momentum, Echo recently launched its Hydrogen Prebiotic—a first-of-its-kind supplement that combines molecular hydrogen with gut-supporting prebiotics, creating an entirely new category of hydration that’s rooted in science, not sugar.

“Soda isn’t just empty calories—it’s active damage,” said Paul Barattiero, founder of Echo. “It spikes blood sugar, inflames the gut, and disrupts cellular balance. Hydrogen, on the other hand, reduces oxidative stress, supports microbiome health, and helps the body regenerate. One disrupts health, the other restores it.”

With over 1,500 peer-reviewed published studies supporting hydrogen’s benefits, Echo is positioning itself not just as a beverage alternative—but as a full rejection of outdated health norms.

This generation refuses to settle for drinks that taste good but feel bad. Fun isn’t enough—performance matters. Echo delivers both.

As the performance generation demands more from their hydration, Echo is setting the standard for health-driven innovation.

For more information, visit www.echowater.com.

About Echo Water

Echo is a pioneer in hydrogen health, dedicated to helping people unlock and sustain peak performance by transforming water into a clean source of cellular support. From advanced home water systems to portable wellness solutions, Echo works with the body to promote internal balance, resilience, and consistent energy. Backed by peer-reviewed science, trusted by health experts, and engineered for everyday living, Echo makes hydrogen health accessible, effective, and transformative. For more information, visit www.echowater.com.