Opportunities in Oral Rehydration Drinks

Hydration is a potentially high-value consumer occasion

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.

Hydration is a top health and wellness need for consumers across demographics

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.

Pharmaceutical oral rehydration drinks show crossover potential

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.

An expanding mix of hydration products across health and sports nutrition

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.