Just off Cougar Boulevard near BYUs Helaman Halls, it is hard to miss the soda shops.

Within a short stretch of road, students can grab a dirty soda from multiple Swigs, offering a similar menu of customized drinks, flavored syrups and add-ins like cream and fruit pures. Now another shop, Thirst, is preparing to open nearby.

At first glance, the concentration of similar businesses in one area might seem unnecessary. But students, employees and industry experts say the clustering reflects something bigger than competition.

It points to a fast-growing beverage category built on customization, branding and a unique culture that keeps demand high in Utah.

The dirty soda trend, which began in Utah more than a decade ago, has expanded far beyond the state. National chains and new startups have jumped into the market, hoping to capture a customer base that is increasingly drawn to personalized, nonalcoholic drinks.

That focus on customization is part of what keeps soda shops popular in tight spaces like Provo. Adrienne Price, a former soda shop manager, said branding plays a major role in determining which businesses survive.

Its the name brand, Price said. People are either going to Swig or Sodalicious or now Thirst. Other places dont last long because they dont have that recognition.

She compared it to larger consumer brands where familiarity drives decisions more than variety. Even when multiple shops offer similar drinks, customers tend to stick with what they know.

Location strategy also plays a role in why so many stores end up near each other.

In college towns like Provo, where thousands of students pass through daily, that strategy can be especially effective.

Elena Gray, a BYU student studying Experience and Design Management, said the clustering makes sense from a business standpoint, even if it feels crowded.

I think its smart because this is already a hotspot, Gray said. But if they are all right next to each other, people might just go to the one they already know.

Gray also pointed out that brands like Swig stand out through experience rather than just their products.

They really try to create an experience. Giveaways, holidays, and things that make you feel more connected to the brand," Gray said.

That idea connects to a broader industry trend known as experiential marketing, where companies focus on building emotional connections with customers instead of just selling a product.

For many students, the appeal is also simple: customization. Drinks are not pre-set items, but combinations customers can build and share.

Even with strong growth, some students question whether the trend will last long-term. Price said the market is competitive and driven heavily by branding and popularity.

I think its more of a trend, but at the same time, if you are getting a soda every day, that is your choice," Price said.

Despite that uncertainty, expansion continues. National brands are opening new locations, smaller competitors are entering the market, and existing chains are growing rapidly.

Back on Cougar Boulevard, that growth is easy to see in real time. What might look like oversaturation is actually a reflection of demand, strategy and culture all concentrated in one place.

And for students traveling between classes, it just means one thing: there is always another soda shop within a few minutes.

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