Hydration Redefined: The Emergence of Proactive Hydration

Elevate Your Hydration Offerings with Glanbia Nutritionals

Custom Hydration Solutions for Consumers’ Diverse Hydration Needs

In today’s world, where hydration is essential for health and wellness, consumers often find themselves craving flavourful, functional options over plain water. At Glanbia Nutritionals, we recognise the nuances in hydration needs—including how to address reactive vs. proactive hydration, generational preferences, and specific hydration occasions. 

Fast Facts:

• 64% of global consumers recognise the link between hydration and overall health.
• Only 30% feel hydrated most or all of the time.
• 43% plan to improve their hydration over the next 12 months.
• Consumers associate good hydration with energy (42%), sleep health (40%), and mental wellbeing (37%).

(Source: FMCG Gurus, Hydration Matters: Understanding Consumer Attitudes and Practices, May 2024)

Understanding Consumers’ Diverse Hydration Needs

While most European consumers know the importance of hydration to their health and wellbeing, 2 in 5 consumers think they don’t drink enough water each day.¹ However, plain water isn’t filling the need. More than 2 in 5 only drink water out of necessity, with no enjoyment.²

This has created a significant opportunity for enjoyable hydration products that make it easier for consumers to maintain healthy hydration habits. But what are the key attributes of an effective hydration product? The answer: it varies.

Our analysis shows that primary hydration needs are diversifying, with needs diverging between reactive and proactive approaches. These areas of need link to differences by generation and usage occasions, which in turn influence purchase decisions for hydration products.

Reactive Hydration vs. Proactive Hydration: What to Know

Consumers have reframed their approach to hydration. Consumer research reveals that the hydration need state is split into two distinct areas: reactive hydration and proactive hydration.

The Hydration Need-state Splits into Two Segments – One is Reactive (Rescue) and the Other is Proactive

When consumers reach for functional beverages to quench their hydration needs, 65% of these occasions are reactive (for rescue hydration), while 35% are proactive (to maintain hydration).³ Rescue hydration is sought when consumers feel dehydrated and after exercise, while consumers seeking to maintain hydration are typically motivated by performance or health and vitality.

How Consumers Frame Their Hydration Needs

Proactive Shift in Hydration 

Hydration is multi-dimensional, encompassing both proactive and reactive approaches. Younger generations, particularly Gen Z, are leading the shift toward proactive hydration, engaging in these occasions more frequently. In contrast, reactive hydration remains a more prominent need among older generations.⁴ Today, hydration has evolved into a key component of holistic wellness, with consumers seeking products that go beyond basic replenishment. They now demand functional solutions that align with their active lifestyles and health goals, addressing areas such as energy, cognitive function, and digestive health. Notably, proactive hydration is more taste-driven than reactive hydration, with consumers willing to spend more on products that meet this need effectively.⁵

Innovative Formats 

As the hydration market continues to grow, consumers are gravitating toward a wide range of innovative formats designed to fit seamlessly into their daily lives. Powders offer a lightweight, portable solution, perfect for those constantly on the move, while dissolvable tablets provide a convenient, no-mess alternative that can be easily carried and used anywhere. Gummies, on the other hand, combine functionality with enjoyment, transforming hydration into a flavourful, snack-like experience. Ready-to-drink beverages offer immediate hydration with no preparation required, appealing to busy individuals who prioritise convenience.

These diverse formats not only address practical needs but also align with consumers’ desire for customisation and variety. For example, powders and tablets often allow users to control flavour intensity or nutrient concentration, while ready-to-drink options offer pre-mixed, ready-to-enjoy solutions. This variety reflects the evolving demands of consumers who want hydration products tailored to their unique preferences, lifestyles, and functional goals, whether it’s boosting energy, enhancing recovery, or supporting overall wellness. By offering multiple formats, brands can cater to a broader audience and foster deeper engagement with health-conscious consumers.⁶

Taste is Paramount

Taste remains a central factor influencing consumer choices across all stages of hydration, serving as a key driver of satisfaction and repeat purchases.¹ Younger consumers, especially Millennials and Gen Z, place even greater emphasis on flavour, viewing it as a defining characteristic of their hydration experience. For this audience, hydration products must not only deliver on functionality but also offer an appealing and enjoyable taste profile. Whether it’s refreshing fruit flavours, indulgent tropical blends, or unique combinations like cucumber-mint or watermelon-lime, flavour innovation is critical in capturing their interest and fostering brand loyalty.

Moreover, taste plays an integral role in differentiating proactive hydration products, which are often more taste-driven than reactive options. Consumers expect hydration solutions to align with their wellness goals without compromising on flavour, leading to increased demand for products that balance functionality with indulgence. This heightened focus on taste is driving brands to prioritise bold flavour profiles, clean-label ingredients, and natural sweeteners to meet evolving consumer expectations. As taste preferences vary across demographics and occasions, the ability to cater to diverse palates ensures broader market appeal and long-term engagement.

Key Ingredients for Hydration Products

Since hydration needs are diverse and multidimensional, the best ingredients for a hydration product depend on a variety of factors—including its use for reactive vs. proactive hydration, the brand’s desire to offer additional in-demand benefits (a “hydration plus” product), and the level of physical activity the product is meant to support. 

Here are some key ingredients to consider including in a hydration product:

For Daily Hydration:

• Sodium, Potassium, Magnesium, Calcium, and Chloride (Electrolytes)
• Vitamins B6 and B12, Vitamin C
• Taurine
• Coconut water, Aloe vera, Hibiscus (Botanical extracts)
• Stevia, Monk fruit extract (Natural non-caloric sweetener)
• Natural flavour

Beyond these, a significant number of consumers report they would like to see additional functional benefits in a hydration product, with the most important being energy boosting and skin health, followed by digestive health and sleep support.⁶

For Workout Hydration:

• Sodium, Potassium, Magnesium, Calcium, Chloride (Electrolytes)
• Vitamin B complex, Vitamin C
• Valine, Isoleucine, Leucine (BCAA)
• Taurine, Citrulline, Arginine, Glutamine
• Coconut Water, Aloe Vera, Beetroot, Turmeric (Botanical extracts)
• Glucose, Fructose (Natural caloric sweetener)
• Natural flavour

For workout hydration occasions, whether for endurance aerobic activities or high-intensity anaerobic exercise like weight lifting, comprehensive support includes ingredients for energy, endurance, and muscle recovery.

Your Partner Throughout the Development Process

Glanbia Nutritionals offers a variety of hydration solutions that can help your brand stand out in the market. Our consumer insights, formulation expertise, and commitment to collaboration, combined with our extensive hydration ingredient portfolio, allow us to provide tailored hydration solutions that meet today’s diverse hydration needs.

Glanbia Nutritionals Proactive Hydration Solutions

Formulation Product Examples

Hydration Gummy

Hydration Powder Drink Mix 

 Ready-to-Drink Beverage

 Effervescent Hydration Tablets

Key Benefits of Partnering with Glanbia Nutritionals

• Comprehensive premix solutions tailored to meet your hydration product needs
• Collaboration with our experienced R&D team to ensure your products resonate with consumers
• Science-backed research insights to bolster product innovation and market relevance
• Support throughout the entire premix process—from concept to execution 

Whether you’re developing a new hydration product or enhancing an existing one, we can build a custom premix solution that's right for you. We have the solutions and expertise to bring you value throughout the entire development process.

Contact Glanbia Nutritionals to learn more about our tailored hydration solutions and discuss opportunities for your brand in the hydration space.

References

1-2. Glanbia Nutritionals, Global Health & Wellness Consumer Attitude & Usage Study, 2024.
3-5. Glanbia Nutritionals, Healthy Snacking Consumer Usage & Attitude Study, 2023.
6. FMCG Gurus, Hydration Matters: Understanding Consumer Attitudes and Practices, May 2024.