This video synopsis was written with the help of Generative AI.
In our MegaTrends for 2025 webinar, we investigated hydration, focusing on how consumers perceive hydration and what are the foundations of hydration products on the market today. Here are the key takeaways:
Consumer Insights on Hydration
- Hydration is a fundamental aspect of health, but many consumers, particularly in the US, do not enjoy drinking plain water. 44% of US consumers reported not consuming plain water in the last three months, and 35% drink water only out of necessity. However, half of the consumers recognize hydration as vital to their health, especially females.
- One in four of all beverage occasions are driven by a hydration need, highlighting the importance of hydration in daily life.
- There are two distinct approaches to hydration: reactive (or rescue) and proactive (maintaining hydration). Reactive hydration, which occurs when individuals feel parched and need to rehydrate, accounts for about two-thirds of all hydration occasions. Proactive hydration, which involves maintaining hydration levels, accounts for one-third of occasions and is more prevalent among younger generations, particularly Gen Z.
- Gen Z shows a higher engagement in proactive hydration compared to older generations. This generational shift presents an opportunity for brands to target younger consumers with products that emphasize maintaining hydration.
Hydration Products and Market Trends
- The market for hydration products is diverse, with around 750 products in North America and Europe. Liquid I.V. is a notable brand that has popularized hydration products, making them accessible to a broader audience.
- Brands like Element and Good On represent two different approaches: science-driven and natural. Element focuses on precise electrolyte content, while Good On emphasizes natural ingredients like Himalayan sea salt and coconut water.
- The majority of hydration products (71%) are in powdered format, with 44% in stick packs, highlighting the trend towards convenience and on-the-go consumption.
- Hydration products are evolving to include additional benefits such as immunity support and cognitive enhancement, making hydration a carrier for other supplements.
- There is significant potential for innovation in the flavor profiles of hydration products. Currently, flavors are straightforward and simple, but there is room for more complex and engaging flavor combinations.
As discussed by Nick Morgan, Managing Director of Nutrition Integrated, the hydration market is rapidly evolving, and it will be interesting to see how traditional sports brands and new healthy hydration brands compete and innovate in this space.
Contact us to learn more about how Glanbia Nutritionals can help you develop a hydration product for your brand today.
