Hydration beverages are becoming more popular, but what are they, exactly?

As the beverage industry expands, the word hydration is appearing more and more as a component of positioning statements and product benefits. A 2018 self-report survey of 1,043 adults conducted by water-systems company Quench (King of Prussia, PA) found that 77% of American workers don’t drink enough water to meet their daily health needs. Millennial survey respondents said their primary reason for not drinking water at work is they don’t feel thirsty.¹ 

As even mild dehydration can lead to undesirable effects such as tiredness, reduced concentration, and headaches², some consumers are actively seeking out hydration solutions that meet their needs and improve workplace performance. Consumer needs are driving growth in the hydration space, with premium hydration beverages seeing a 2.9% per-year increase in consumption rates from 2003 to 2013.³

While water is by its very nature hydrating, scientific research and product innovation are opening up new avenues for increasing cellular hydration through smarter drink formulations. For this reason, the hydration beverage industry is ripe with opportunity for savvy brands. Here are three of the emerging trends that will define the hydration industry.

References

• Quench USA Inc. “Nearly 80 percent of working Americans say they don’t drink enough water: Quench survey.” PR Newswire. Published online June 19, 2018. https://www.prnewswire.com/news-releases/nearly-80-percent-of-working-americans-say-they-dont-drink-enough-water-quench-survey-300668537.html

• Maughan RJ. “Impact of mild dehydration on wellness and on exercise performance.” European Journal of Clinical Nutrition, vol. 57 Suppl. (December 2003): S19-S23

• First Beverage Group report. “The evolving non-alcoholic beverage landscape: A First Beverage Group perspective.” (March 2015). http://www.firstbev.com/wordpress/wp-content/uploads/2015/03/FBG_Non-Alc-White-Paper_March-2015.pdf

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