Enhanced Hydration 2.0

Consumers are seeking more than just basic hydration, demanding functional and flavorful enhancements in their water and other beverages.

Themes

Experiences Over Material Goods , The Power of Community and Connection , Values-Driven Consumption

Timeframe

near-term

Subcategories

Consumer Behavior Consumer Food Trends Consumer Preferences Physical Health

Impact areas

Beverages Consumer Products Wellness

Detailed Analysis

Hydration is evolving beyond plain water, becoming a key component of the wellness movement. "But, now that we’re in our “we want more” era, plain water isn’t enough for many consumers." Consumers are increasingly interested in flavored waters, functional additives, and creative hydration solutions. "#WaterTok, which has over 1 billion views on TikTok, makes hydration fun by featuring water flavour stations, creative “recipes” for water, and a growing obsession with water bottles like the Stanley Quencher." This trend is driven by a desire for better taste, added health benefits, and a more engaging hydration experience.

Context Signals

Consumer interest in hydration grew 74% in the past 12 months. 43% of consumers seek hydration in their beverages, according to Circana. The rise of 'zebra striping,' alternating alcoholic and non-alcoholic drinks, further fuels the demand for enhanced hydration options.

Edge

Personalized, functional hydration pods could offer customized wellness drinks at home. Brands can develop hydration solutions targeting specific need states throughout the day. The declining alcohol consumption trend further supports the growth of enhanced hydration beverages.

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