Hydration means more than just quenching thirst by drinking water; it has evolved into an industry driven by health, consumer knowledge and sustainability.

Unsurprisingly, Innova Market Insights named ‘H2.O: Quenching the Future’ in their annual Top 10 Trends 2024. This signifies the evolution of the hydration market and how ‘water is not just water anymore’.

Consumer Attitude Towards Hydration

Consumers know the importance of maintaining proper hydration and its essential role in wellbeing. It aids various bodily functions including cognitive health, energy, skin health and muscle support.

Results of a recent consumer trends survey found that people have positive emotions about hydration. Many said that staying hydrated is an important step they take when making improvements to their health.

In recent years interest has been rising in hydration supplements that contain essential nutrients and electrolytes beyond just sports nutrition.

Functional Opportunities

Innova has predicted that as hydration supplements move into the mainstream, brands will continue to evolve their products and add new ingredients. Functional benefits such as brain health, focus, energy, immunity and healthy ageing are all important.

To learn more about what need states are important to people when choosing a functional food or beverage, Innova conducted a consumer survey which showed the top functions as:

  • Boosting immunity - 37%
  • Improving gut health - 30%
  • Improving heart health - 26%
  • Improving sleep - 21%
  • Boosting mental focus and alertness - 19%
  • Supporting brain health - 15%

The Future of Hydration

The diversification of the hydration market is not something that brands should ignore as it offers an opportunity to connect with new consumer bases.

New developments in the hydration market include:

  • Hangover relief supplements are becoming extremely popular. Dehydration and electrolyte imbalance can be the cause of unpleasant symptoms caused by alcohol consumption.
  • Hydration-focused skin care is an important trend in the beauty market as consumers look for products that contain essential vitamins, minerals and antioxidants so they feel good from the inside out.
  • Sustainability concerns mean that people are buying less single-use packaging. This offers brands an opportunity to develop hydrating supplements for people to add to the water bottles they bring with them on the go.

How We Can Help

We are proud of our industry knowledge when it comes to hydration; we have been developing hydrating supplements for leading brands for many years.

Whether you are looking for an Effervescent Tablet, Powder Blend or Stick Pack Powder, we are here to support you. With access to high-quality ingredients and partnerships with trusted contract manufacturers, we can develop high-quality bespoke supplements ready for you to bring to market.