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New products and trends like #WaterTok are ushering in a new era for the water category. Learn the latest in hydration solutions and what consumers are looking for.
One in four functional beverage occasions is driven by a hydration need.1 While there is a high awareness among consumers of the importance of hydration to health and wellbeing, many simply do not enjoy drinking water. 44% of US consumers haven’t had plain still water within the past three months.2
To meet consumers’ demand for enjoyable hydration solutions, there has been a boom in flavored water products (like Liquid Death’s extensive flavored line, which includes Convicted Melon, Mango Chainsaw, and Hot Fudge Sundae flavors). Functional flavored and plain waters are gaining momentum, with one in three consumers of these products increasing their use within the past year.3
Additionally, the “#WaterTok” trend has inspired widespread interest in making hydration fun to help health-conscious consumers meet their daily water goals. In this community, “water mixologists” share creative flavored water recipes that are made with easy-to-find low-calorie flavor powders and sugar-free syrups.
Electrolytes and botanicals may be the most popular ingredients in the category right now. For electrolytes, consumers’ high awareness of the ingredient and its strong association with hydration has made it a must-have ingredient for new hydration-positioned products.
Because electrolytes (such as sodium, potassium, and magnesium) replenish the body’s salts lost through sweat, they are particularly important for fitness consumers, as well as those in hot climates. Electrolytes regulate cellular hydration, keeping fatigue at bay and helping to maintain normal muscle function.
Botanicals are also trending in water, particularly those associated with energy, sleep support, mood-boosting, stress relief, immunity, and digestive health. Many of these botanicals exhibit antioxidant and anti-inflammatory properties, which brands are also highlighting. Some lend an appealing flavor or color to water, reinforcing the presence of the healthful ingredient.
Rising consumer interest in natural, plant-based health benefits has led to brands choosing a variety of botanicals and plant extracts for their waters. These include adaptogens like ashwagandha and functional mushrooms such as reishi, as well as more traditional botanicals such as hibiscus, ginger, lemon balm, lavender, and chamomile.
Some brands are incorporating vitamins B6 and B12, which support energy, while vitamin C and zinc for immunity are another trending combination in fortified waters. L-theanine is an ingredient being promoted both in hydration solutions for focus and for relaxation.
Hydration is equally relevant across generations.4 This creates opportunities to target the different generations with flavors, health benefits, and marketing language that resonates the best with each segment.
Consumer research also shows that within the hydration need state, about two in three occasions are for rescue hydration, while one in three is proactive (to maintain hydration).5 Gen Z reports the highest proportion of proactive hydration occasions, while the rescue hydration need is highest for Boomers.6
| Proactive Hydration | Rescue Hydration |
|---|---|
| #1 Great taste | #1 Hydrating |
| #2 Refreshing | #2 Refreshing |
| #3 Hydrating | #3 Great taste |
“Great taste” and “refreshing” are the most important attributes for proactive hydration occasions,7 highlighting the need for flavor-focused formulations for proactive hydration-positioned products. For rescue dehydration, “hydrating” is the top attribute for consumers,8 indicating the importance of featuring science-backed ingredients like electrolytes.
Innovative hydration solutions incorporating health-beneficial ingredients like electrolytes, botanicals, and vitamins, combined with great-tasting flavors, can significantly enhance consumer engagement in the water category and benefit product lines.
Messaging around the product’s specific health benefits and its use for proactive or rescue hydration can differentiate the product and allow consumers to choose the right product at the right time to meet their hydration and wellness needs. Targeting by generation offers additional opportunities.
Unlock the power of hydration with tailored solutions to meet your consumers’ diverse needs. To explore tailored hydration solutions for your products, reach out to Glanbia Nutritionals, your partner in functional beverages.
