The Hydration Revolution
The Consumer Thirst for Hydration
Why are consumers so interested in hydration today?
In the US, 32% of adults feel more motivated to live a healthy lifestyle now than before COVID, which has led to a greater focus on self-care and overall wellness. In the UK, 58% of bottled water users would like to find out more about their hydration needs and 54% of French adults think drinking fortified water is a good way to boost your vitamin and mineral intake. Visit our hydration blog or download our infographic to learn more.
HYDRATION AWARENESS
Hydration took off in the 1960s when a sports performance drink company began marketing hydration as a problem that needed to be solved. Today, the hydration market has evolved into something greater as water bottles have become a status symbol rather than just a vehicle for quenching your thirst.
Consumer interest in hydration has been intensified by a general increase in post-COVID wellness goals, attention to preventative self-care and trust in fortified food and drink.
INTENSIFIED INTEREST IN HYDRATION
32% OF US ADULTS FEEL MORE MOTIVATED TO
LIVE A HEALTHY LIFESTYLE NOW MORE THAN
BEFORE COVID
85% OF US WATER USERS WHO ARE EMPLOYED
SAY STAYING HYDRATED KEEPS THEM
PRODUCTIVE AT WORK
MILLENNIALS ARE MOST ENGAGED
WITH FUNCTIONAL HYDRATION DRINKS
TOP INGREDIENTS BY GENERATION
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