The rapid growth of hydrating beverages

Foreign media found that consumers are eager to add additional functional ingredients to the beverage, because it can not only support the mental health of consumers and physical energy supplement, but also can achieve the purpose of hydration.

Market growth

In addition, SPINS will reveal the top 25 hot raw materials in the US market in 2023 and the sales of raw materials in various subdivided health fields (data up to 52 weeks from December 3, 2023), which also shows that in the mainstream diversified sales channels in the US, the hydration market will grow significantly, up to 51.5%. Far more than immunity, sleep, bone and other tracks. From $325 million in 2022 to $491 million in 2023.

One of the reasons driving the rapid growth of the replenishment market is the expansion of the consumer base. In the past, hydration products were mainly consumed by professional athletes or people at risk of dehydration, but now more young people are paying attention to hydration as a healthy direction. The average buying index for this category is more than 60 per cent higher for younger generations.

On the other hand, moisturizing products in the international market can provide more and more functions, such as adding intestinal health, immune maintenance, exercise endurance related ingredients to moisturizing products, which will be more attractive to ordinary consumers.

Demand opportunities in sports scenarios

And in the classic exercise scenario, hydration drinks still have an opportunity, Prinova reports, although only 15% of consumers choose sports nutrition as a key beverage requirement, 39% of consumers have a post-exercise recovery need; 33% of consumers expect the beverage to help build strength and muscle growth.

Healthy ingredients: caffeine replacement, mate tea, etc