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Hydration is one of the fastest growing and most important occasions in global soft drinks, spanning premium packaged water, sports drinks and plant waters. This spotlight report briefly considers alternative products in this space, particularly pharmaceutical oral rehydration solutions that are rebranding and repositioning to capitalise on this opportunity.
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Finding high-margin opportunities in the consistent per capita volume growth in packaged water is paramount for beverage producers. Over the next five years, premium hydration -mainly defined as added-value bottled water, plant-water and sports drinks -will be the main source of value growth in the beverages industry, led by functional and low-sugar flavoured water products.
From a consumer perspective, adequate hydration is also a health and wellness priority across markets and all demographics. Population and income growth in warmer urban climates as well as growing interest in healthier, active lifestyles are two drivers of this interest. Furthermore, the hydration needs of ageing consumer demographics are potentially underserved by existing product options.
Glucose-based oral rehydration solutions have long been available as OTC products through pharmaceutical channels for consumers suffering from acute dehydration as a result of gastrointestinal disorders or other illnesses. In recent years, popular brands such as Pedialyte(US) and Electrolit (Mexico) have begun to expand their marketing mix and target new demographics, reaching everyday hydration occasions previously served by sports drinks, functional waters and plant waters.
In addition to RTD beverages and liquid solutions, an even broader mix of products can serve consumers’ interest in better hydration. Functional electrolyte powders and convenient flavoured tablets have gained popularity as on-the-go alternatives for active consumers, growing in conjunction with a wider interest in advanced sports nutrition from medicine, beverages and food.
Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.