As more global consumers prioritise hydration as part of their health and nutrition routines, established category lines are starting to blur. Suppliers and brands from across soft drinks and consumer health approach this opportunity through new formats and styles of hydration innovation – from sports drinks to powders, oral rehydration solutions and tea. Hydration has emerged as a central wellness platform, with high-growth hydration brands branching into adjacent functional benefits.
This report comes in PPT.
Hydration functionality, for years the exclusive space of sports drinks brands like Gatorade, can now be found across powder concentrates, sport nutrition mixes, oral rehydration salts, plant waters, and multipurpose vitamins and dietary supplements. The dramatic expansion of hydration products across formats and categories reflects an increasing consumer base clamouring for hydration solutions.
The rising base of hydration consumers includes those to whom the category catered in the past (like fitness enthusiasts) but also consumers interested in integrating hydration products in their everyday lives. As a result, hydration products are increasingly specialising, with some continuing to message around sports performance and recovery, while others focus on refreshment and everyday usage.
The US has the largest and most dynamic marketplace for added-value hydration products, with dominant players in sports drinks, rising start-ups in oral rehydration salts, emerging combination products that mix sports functionality with health need-states, and trendy lifestyle brands like Prime Hydration that attract younger consumers. Hydration in Europe, Japan and China starts from behind but is seeing strong growth and innovative product launches.
Brands are increasingly integrating hydration into the wider wellness universe, taking advantage of broad consumer awareness of the health benefits of improved hydration. Multi-benefit offerings that extend hydration’s proposition from sports and physical recovery to immune support, gut health, relaxation, focus/clarity and energy boosting are proving popular, further blurring the line between dietary supplements, beverages and sports nutrition.
This is the aggregation of the following categories; Carbonates, Fruit/vegetable juice, Bottled water, Functional drinks, Concentrates, RTD tea, RTD coffee and Asian speciality drinks.See All of Our Definitions
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