I’ve been looking at several ready-to-drink products recently, and the hydration drinks trend is really strong. Hydration options are no longer dominated by sachets for sports enthusiasts. All sorts of consumers are picking up ready-to-drink products, showing real interest in the benefits.
Since the 1990s, the consumption of bottled water has grown massively. In the USA, bottled water sales surpassed soft drinks back in 2022. But water is no longer enough for many of us. Consumers want drinks that do more – boost energy, enhance recovery and support overall health, and we’re also looking for alternatives to alcohol. The hydration trend is reshaping the beverage industry and creating opportunities for new entrants and growth.
Why is hydration trending?
According to ADM’s Beverage Innovation Report (August 2024), hydration is the most essential functional attribute for 54% of non-alcoholic drink purchasers. Consumers link hydration to health, especially when paired with functional ingredients. Not only that, but many consumers are looking for ways to access benefits like increased immunity, better sleep quality, and improved cognition.
It’s leading to the growth of brands like Luxwells (botanicals) and Nuisance (nettles and more), as well as Better You (hydration, focus and energy on the go), Punchy (vitamins, minerals, electrolytes) and Big Day (electrolytes and caffeine).
Functional beverages are booming
People want hydration with benefits. Electrolyte-infused drinks, vitamin-enhanced waters, and plant-based options are in high demand. Likewise, low-calorie, organic, and plant-based beverages are gaining traction. Alkaline water, coconut water and adaptogenic drinks are leading the charge with brands like these experiencing rapid growth in the UK.
- CBD-infused brand Trip is very visible, stocked in many of the supermarkets. Its focus is on helping people unwind ‘naturally’ (i.e. without alcohol), avoid hangovers and get better sleep.
- Dash Water offers sparkling water infused with ‘wonky’ fruit, focusing on sustainability and health. Since they launched in 2017, they’ve made the case for avoiding added sugar and sweeteners and are now selling in more than 20 international markets.
- Phizz produces effervescent tablets to add to water, like a Berocca. However, Phizz also delivers electrolytes and other nutrients to boost energy, immune support, and muscle and brain function.
- WOW Hydrate stands out as a protein sports drink that’s water-based. It combines 10g or 20g of protein with electrolytes and your RDA of vitamins C, D and B6 and is sugar-free.
- Hip Pop is a gut-friendly kombucha with live cultures, all natural ingredients and, of course, no sweeteners. It has a stack of Great Taste Awards and is stocked at Sainsbury’s, Fortnum & Mason, M&S, Co-Op, Morrisons and Booths.
Fitness and recovery on the rise
Hydration isn’t just for athletes anymore. Everyday consumers recognise the benefits of electrolyte balance and muscle recovery. Products with amino acids and clean energy sources appeal to fitness enthusiasts and casual consumers alike.
The future of this category may well be personalised hydration. Smart water bottles, hydration-tracking apps, and customised electrolyte mixes are making hydration more personal than ever. Consumers want products tailored to their specific needs and lifestyles.
Alcohol-free social drinking is driving the hydration drinks trend too
Mocktails and non-alcoholic beverages are in demand. Many hydration-focused drinks are positioning themselves as social alternatives to beer and cocktails. Brands are infusing drinks with functional ingredients like nootropics and adaptogens for stress relief and mental clarity.
If you want to talk about standing out in the drinks sector, talk to Jo.
—
Recently Spotted in Drinks: Quirky canned cocktails
Have you seen these fantastic designs for Gather’s canned cocktails? I love them because, just looking at them, with their quirky type and bold layouts, you know exactly how they’re going to taste. Such an excellent execution. Read more in The Grocer.
Recently Spotted in Drinks: RTD mixology
Ready-to-drink and mixology are aligning with brands like Niche Cocktails, MOTH Drinks and the striking, Great Taste Award-winning Bloody Drinks, handcrafting flavours with high-quality ingredients. Just in time for the festive season, too.