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Strong consumer interest in boosting hydration is creating new opportunities in electrolyte products. Explore the science of electrolytes for recovery—plus innovative product strategies.
When Unilever acquired Liquid I.V. back in 2020, the move hinted at a keen awareness of consumers’ evolving hydration needs. Since then, Liquid I.V. has quadrupled in size and is available at major retailers. Through a variety of flavorful, functional electrolyte drink mixes that make hydration easy and enjoyable, Liquid I.V. is clearly meeting the needs of today’s consumers.
Electrolytes are minerals in the body that carry an electric charge. These positive and negative ions help regulate a variety of essential physiological functions such as fluid balance, nerve signaling, and muscle contractions.
The intake of electrolytes is of particular importance for those engaged in exercise since these crucial nutrients are lost through sweat and their depletion can impact performance. Key electrolytes for recovery include:
Electrolytes aid in rehydration by helping the body retain fluids and restore the balance of water and essential minerals lost during physical activity. They also support performance recovery by ensuring proper muscle function, preventing cramps, and facilitating the repair of muscle tissues.
| Electrolyte | Function in the Body |
|---|---|
| Sodium | Helps maintain fluid balance, supports nerve function, and prevents muscle cramps |
| Potassium | Regulates muscle contractions, prevents cramps, and balances fluids inside cells |
| Magnesium | Supports muscle relaxation, reduces cramps, and aids in energy production and protein synthesis |
| Calcium | Crucial for muscle contractions, supports bone health, and helps prevent muscle spasms |
| Chloride | Works with sodium to maintain fluid balance |
Researchers continue to expand the large body of evidence on the functions of electrolytes in the body, including the benefits of electrolytes for recovery and performance. For example, one recent study examined the effects of an electrolyte glucose beverage on muscle cramping after strenuous endurance exercise.
The study found that the test group of young men performing downhill running for up to an hour in high heat experienced reduced susceptibility to muscle cramps. When electrical stimulation was applied to the calf muscle, a stronger frequency was required to induce cramping in those who were administered an oral rehydration solution with electrolytes compared to the control group, which drank only water.
While sports and electrolyte drinks remain enormously popular among exercising consumers, there is a wide spectrum of electrolyte product innovations—ranging from functional beverages to nutrient-infused gels to electrolyte powders.
Liquid I.V. has greatly boosted the popularity of hydration products with its assortment of flavored, electrolyte- and vitamin-rich hydration powders in convenient single-serve stick packs for on-the-go use. The sheer number of flavors and the availability of functional ingredients for energy and immunity let consumers truly tailor their own hydration solution.
For innovative hydration product variations, brands can look at pushing beyond traditional flavors to offer more complex flavors and flavor combinations, while incorporating current trends like low sugar formulations and natural, plant-based ingredients associated with hydration such as coconut water.
Nearly two in three consumers globally recognize the link between good hydration and good overall health, and 42% believe feeling hydrated has a positive impact on energy levels.1 Despite this awareness, only 30% of consumers feel hydrated most or all of the time.2
| Health or Wellness Attribute | % Consumers who Agree |
|---|---|
| Energy levels | 42% |
| Sleep health | 40% |
| Mental wellbeing/mood | 37% |
| Performing at my best | 35% |
| Digestive health | 30% |
Fortunately, consumers are taking action, with 43% planning to boost their hydration levels in the next 12 months.3 Brands should be aware, however, that taste is a major driver of beverage choice. When seeking out a beverage, 40% of global consumers prioritize product taste over how hydrating it is; in North America, it’s 50%.4
Sports drinks and electrolyte drinks are the most popular functional beverages for hydration.5 New and increased use is growing for both, with electrolyte drinks showing even greater momentum than sports drinks.6
These consumer insights point to opportunities for enhancing brand presence in the hydration market. One strategy is to emphasize the link between hydration and energy or other sought-after wellness benefits associated with good hydration.
Another strategy is to focus on either proactive hydration or rescue hydration. The hydration need state can be split into proactive (maintenance) hydration and rescue hydration. Among functional beverage occasions driven by the need for hydration, 65% are for rescue hydration.7 While “great taste” is the most important characteristic for proactive hydration, for rescue hydration, “hydrating” is the top priority,8 making electrolytes for recovery especially important here.
Electrolytes play a crucial role in product innovation in the hydration market, offering manufacturers the opportunity to create functional beverages that meet the growing demand for effective recovery and performance solutions.
By understanding the science behind electrolytes and their benefits, brands can develop products that expand consumer hydration options and differentiate themselves in a competitive market. Embracing these insights and staying ahead of hydration trends will help brands deliver products that align with consumers’ needs and truly support their health and wellness.
Collaborate with Glanbia Nutritionals on your next hydration product. Our expertise in ready-to-drink and ready-to-mix functional beverage solutions makes us the partner you’ve been looking for!