According to a recent industry analysis conducted by Future Market Insights, Inc., a leading market research and competitive intelligence provider, global hydration boosters market is projected to grow significantly, with an estimated valuation of USD 8.8 billion in 2024 and a forecasted rise to USD 19.5 billion by 2034, driven by a CAGR of 8.3 % over the period. This growth is fueled by changing consumer preferences, a focus on health-conscious products, and innovative marketing strategies, such as influencer partnerships and social media campaigns.
Key industry trends include the increasing popularity of calorie- and sugar-free hydration solutions, particularly flavoured options like apple, citrus, and watermelon, which enhance both taste and health benefits. The market is also benefiting from the demand for convenient, portable product formats, such as powdered solutions, liquid concentrates, and single-serving packets, which cater to busy consumers and athletes.
“Analyse the projected growth of the global hydration boosters market, focusing on the impact of innovative product development, changing consumer preferences, and the increasing demand for sugar-free and calorie-free options on the market’s CAGR of 8.3 % over the 2024-2034 period.”- says Nandini Roy Choudhury, Client Partner at Future Market Insights.
The sector is evolving with the introduction of multifunctional hydration products that support energy boosts, immune health, and skin wellness, incorporating ingredients like collagen, caffeine, and vitamins. The rising consumer interest in holistic wellness is driving the popularity of these products.
As global temperatures rise and active lifestyles become more common, the need for effective hydration solutions is growing, particularly in regions like the U.S., Germany, and India. In the U.S., for example, the market is expected to reach USD 3.4 billion by 2034, driven by trends in fitness and preventive healthcare. Germany is also seeing increased demand for hydration products, particularly among its elderly population.
Competition outlook
The global business landscape of hydration relief products revolves around the rising consumer appetite, the trend of preventive healthcare, and product innovation. Attractive packaging, the infusion of natural healthy ingredients, and the widespread distribution network attract companies to increase their market share.
These strategies are not only helping the companies to increase their revenue but also increasing their consumer base and brand attraction among consumers. Key companies in the global industry are narrowing down their product strategy by including clean-label solutions in their portfolio to attract health-conscious consumers. These companies emphasise sustainability and infuse unique ingredient formulations into their products.
These marketing strategies and product innovations help the key players to increase their sales across the globe. Increasing investment in research and development and widespread online distribution attract manufacturers and brands to increase their sales in the global industry. Companies are coming up with different solutions for different applications to gain consumer attraction.
For instance
In October 2023 BODYARMOR Sports Nutrition company launched the “Bodyarmor Flash I.V.” in powder and bar form in the rapid rehydration category. According to the company, this product with added minerals and vitamins will help the consumers to stay hydrated.
In April 2024, Evocus company launched the four popular flavours of the products to keep them competitive in the global business landscape.
Leading manufacturers
MOONFREEZE FOODS PRIVATE LIMITED
SEEverse
HydroMate
Liquid I.V.
Espri Life
Venture Pal
Drip Drop Hydration Inc
EVLUTION NUTRITION
Adapted Nutrition
Hydralyte
Equalan Pharma
OFFSPRING BEAUTY CO
Lipoid-Kosmetik
These insights are based on a report on Hydration Boosters Market by Future Market Insights, Inc.
Caliwater, a leader in plant-based hydration beverages founded by Vanessa Hudgens, officially launched peach mango flavour profile with GNC stores July 2024
Leading plant-based hydration beverage innovator Caliwater launches its newest and fifth flavour, Peach Mango, exclusively in partnership with GNC stores in the United States. Joining the flavour offerings of Prickly Pear, Ginger & Lime, Watermelon and Pineapple, GNC officially debuted Peach Mango along with Pineapple and Wild Prickly Pear on shelves across the United States as of July 10th. Caliwater is an all-natural functional cactus water with half the sugar and calories compared to coconut water, it not only tastes better but supports hydration, immunity, digestion, and skin health.
Caliwater has grown tremendously since coming to market in January, 2022. Caliwater is the ultimate hydration solution. Derived from the desert superfruit, Prickly-pear, it boasts abundant antioxidants and 5 naturally occurring electrolytes, with superior taste and is a sustainable beverage.
Caliwater is defined by a drive to create innovative, functional, plant-based hydration beverages that bring us closer to the planet and each other. Inspired by the lush and varied landscapes of California, Founders Oliver Trevena and Vanessa Hudgens looked to their own desert regions in the Sonoran Desert of Mexico to source prickly pear cactus fruit, known for its rare and potent healthful properties. Their vision – to sip on Cali in a can. Prickly Pear Cactus Fruit, known for its rare and potent healthful properties, is brought to life in their first, brand new, canned beverage product, which is not only delicious, but super hydrating, refreshing, and filled with antioxidants and digestion benefits.
Other investors behind Caliwater that join Vanessa Hudgens and Oliver Trevena include actors Gerard Butler, Glen Powell, Ross Butler, Gregg Sulkin, fitness personality Brooke Burke, UFC champion Claudia Gadelha, actress Nikki Reed, NFL star Aaron Rodgers, DJ Ruckus, and MLB player, Cody Bellinger.
The benefits of Prickly Pear fruit are endless. It is one of the few natural products in the world that can boast excellence in nutrition, taste, colour, and health benefits due to its rare combinations of phytonutrients. It is superior to other super-fruits, having been shown to benefit cardiovascular health by maintaining healthy blood sugar levels and promoting cell growth.
Prickly Pear contains five naturally occurring electrolytes, including potassium, magnesium, and sodium, aiding in rapid hydration, muscle control, and recovery. It also has high levels of antioxidants, broadly classified into four types: flavonoids, betalains, phenols, and vitamins C and E, which help quench free radicals in the body, reduce oxidative stress, support skin health, and provide other anti-aging benefits. Additionally, Prickly Pear is an excellent source of dietary fiber, known to aid digestion and possess anti-inflammatory properties. It is one of the few non-animal sources of taurine, a key element for vegetarians and vegans, known to help regulate blood pressure.
Caliwater is available in over 10,000 locations in the United States, and online on Amazon, Walmart Marketplace and Thrive Market. Find Caliwater at: Wegmans, HEB, Ralphs, Pavilions, Fresh Thyme, Gelsons, Bristol Farms, Pete’s Market and more, plus their kids line, now available on Amazon and Walmart Marketplace!
About GNC GNC stores are focused on a wide range of products geared toward weight loss, bodybuilding, nutritional supplements, vitamins, natural remedies, and health and beauty products, in both its owned brands as well as third-party brands. Its products are also sold on GNC.com and on GNC’s Amazon Marketplace. The company offers consumer products and services via retail locations, franchises, online, digital commerce and wholesales and retail partnerships. Featuring over 325 brands, GNC offers an endless supply of health and wellness products.
No one understands the importance of proper hydration quite like the global soccer icon, Lionel Messi. He searched for a hydration beverage and found drinks that had healthy ingredients but lacked flavour. Others tasted great but had lots of sugar and calories. He didn’t want to choose between the two. He believed a drink with better ingredients and amazing taste could inspire everyone to take better care of themselves. So, Messi went to work on a drink of his own.
(Photo: Más+ by Messi)
Today, he is finally introducing a drink like no other: Más+ by Messi, a Next-Generation Hydration Beverage. He calls it “Positive Hydration”: a balanced blend of electrolytes, vitamins, and minerals, and amazing taste in four sensational flavours he loves, with natural flavours, no artificial sweeteners or colours, and no caffeine.
More than a name on the label, Messi is a founder of Más+ by Messi and The Más+ Next Generation Beverage Co., along with flavour innovators from The Mark Anthony Group.
Messi chose the name Más+ from about 450 names, because it resonated with his career and the way he lives his life, always finding more to give. Más+ has more of the flavours he loves, more quality ingredients. The + stands for an extra boost of positivity, inspiration for you to enjoy more music, laughter, friends, and family and to get more out of life. Unlike others, Más+ is not made for any one moment related to sports or limited to elite athletes. It’s about getting and staying healthy in any part of your life. A core component of that is what you drink, proper hydration.
“Hydration is essential to overall wellbeing. I believe everyone deserves a drink with amazing ingredients and taste,” said Lionel Messi, Founder, Más+ by Messi. “Más+ is a drink I’m proud to share with family and friends. Because everyone deserves to feel like a champion in every part of their life.”
The global rollout of Más+ starts close to home for Messi — at a local neighborhood store in Miami where, on June 13, lucky fans will become the first in the world to score some of the first bottles and try Más+ for themselves before the drink is available anywhere else.
Más+ by Messi will be available in four flavours in 16.9 oz bottles and soon after in four-flavour variety 12-packs of cans.
With 10 calories and 1 g of cane sugar per 16.9 oz bottle, and 7 calories and less than 1 g of cane sugar per 12 oz can, Más+ offers quality ingredients without compromising on flavour or taste. The new drink comes in four vibrant flavours, loved by Messi, and named after inspirational milestones in his life:
Más+ by Messi Miami Punch: Inspired by the city where Messi and his family live, home of Messi’s current and next chapter, Miami Punch has a balanced blend of berry flavours with a hint of pineapple for a refreshing fruit punch taste.
Más+ by Messi Orange d’Or: Orange d’Or has a refreshing orange flavour with hints of tangerine flavour for a balanced citrus taste. It’s inspired by Messi’s record eight wins of the Ballon d’Or (“Golden Ball” in French) Trophy.
Más+ by Messi Berry Copa Crush: Inspired by Messi’s seven Copa del Rey titles with Barcelona and his Copa America win with Argentina, Berry Copa Crush has a refreshing blend of sweet and luscious berry and cherry flavours.
Más+ by Messi Limón Lime League: Limón Lime League balances refreshingly sweet, fruity flavour and zesty citrus taste. It honors the time Messi spent playing in the UEFA Champions League, a cup he won three times.
Link between happiness and hydration among Americans found in a survey* on water consumption habits
While it’s no secret that hydration is essential for health, a new survey commissioned by True Lemon and conducted by OnePoll uncovered its impact on overall happiness for Americans. Among the 2,000 respondents, 46 % who drank the most water (10+ glasses a day) said they were very happy compared to only 22 % of those who drank the least water (1 – 3 glasses a day).
Those that drank the most water also reported finding happiness and appreciating the little things in their days. They also try to improve their mood and fuel their day by staying hydrated (36 %), eating enough to avoid getting “hangry” (31 %) and taking walks (30 %). In addition, 61 % percent of those who drank more than 10 glasses of water a day said they used water additives or drink mixes and powders like True Lemon, while 59 % of those who drank the least water said they did not.
“There are so many health benefits to drinking water, but 43 % of respondents reported that water ‘tastes boring’ posing it as one of the biggest challenges to increasing their intake. The number one problem we solve for our customers is that we help them drink more water. In fact, in a recent study with over 4,000 of our customers, 94 % said we helped them drink more water every day,” said Heidi Carney, Executive Vice President, Marketing at True Citrus. “Adding a packet of True Lemon to your water allows you to reap all the hydration benefits of drinking water by making it delicious.”
*This random double-opt-in survey of 2,000 general population Americans was commissioned by True Lemon between Feb. 16 and Feb. 22, 2024. It was conducted by market research company OnePoll, whose team members are members of the Market Research Society and have corporate membership to the American Association for Public Opinion Research (AAPOR) and the European Society for Opinion and Marketing Research (ESOMAR).
GHOST® HYDRATION launches with four flavours and contains zero caffeine
GHOST®, a lifestyle brand of sports nutrition products, energy drinks, dietary supplements, and apparel, introduces the first-ever authentically licensed ready-to-drink (RTD) hydration beverage that can be sipped on throughout the day (or night). With four flavours – ORANGE SQUEEZE, LEMON LIME, KIWI STRAWBERRY, and SOUR PATCH KIDS® “REDBERRY®” – GHOST® HYDRATION is elevating the hydration experience.
GHOST® HYDRATION stands out from other hydration products on the market by proudly declaring zero caffeine and transparently showcasing the dosage of each active ingredient on the GHOST® Full Disclosure Label. The epically flavoured drink has 996 mg total electrolytes and is designed to replenish the five electrolytes lost in sweat. From classic citrus flavours to the mouth-puckering SOUR PATCH KIDS® “REDBERRY®,” there is an option ready to quench thirst 24/7, bringing a whole new level of flavour and refreshment to a daily routine. In addition to kicking caffeine and sugar to the curb, the beverage is vegan-friendly, gluten-free and naturally coloured.
“The sports drink category has been on fire the past year, and GHOST® couldn’t be more excited to bring additional efficacy and some of our authentic flavour collaborations to the shelf,” said Dan Lourenco, Co-Founder and CEO of GHOST®. “Expanding on the success of our powdered hydration product, we can’t wait for the legends out there to get their hands on our RTD hydration product. It’s a flexible and functional anytime thirst quencher with 996 mg total electrolytes, 100 % RDA of Vitamins B6, B12, and Vitamin C, and additional premium trademarked ingredients such as Aquamin® and Senactiv®.”
GHOST® HYDRATION is available in-store at 7-Eleven, Kroger, Walmart, Target, and more in the US.
Rebellious Kids combines great taste with true function. No sugar, no calories, vitamins A, B12, C, D, E, Zinc, plus sea salt for natural electrolytes from the ocean.
Rebellious Beverage Company, the preeminent functional beverage company, launched its first ready-to-drink line of functional beverages, Rebellious Kids, in an 8-ounce bottle with sports cap, made with post-consumer recycled content. Rebellious Kids is an organic, plant-based plus minerals beverage, that delivers key nutritional support children need with no sugar. Rebellious Kids has 40 % of the daily value of vitamins B12, C, and D and 20 % of the daily value of vitamins A and E, plus zinc, and electrolytes.
“Our move into the healthy hydration space for children addresses an unmet need for parents who want refreshing drinks that they can feel good about serving their kids: no sugar, no calories, clean ingredients, that delivers key functional nutrition, and great taste,” said co-founder and CEO Doug DuMars. “We are re-invigorating a category that has basically been forgotten about. Rebellious Kids is a nutritional beverage solution with a holistic approach to foundational wellness supporting our next generation at home, at school, or during their activities.”
Rebellious Kids are available in 8oz bottles with 4 flavours kids love:
Scrappy Strawberry
Wild Wild Wildberry
Outrageous Orange
Wacky Watermelon
Rebellious Kids and Rebellious Infusions are intent on transforming the trend using a little monk fruit. Research from the CDC1 confirms that children and teens are drinking too much sugar from their beverages, two-thirds drink at least one sugary beverage per day. Since added sugar contributes to weight gain, heart disease, cavities and more, Rebellious can play an important role in overall health.
Available across more than 385 Sprouts Farmers Market stores in 23 states. Sprouts is one of the largest and fastest growing specialty retailers of fresh, natural, and organic food in the United States.
About Rebellious Beverage Company: Rebellious is a preeminent functional beverage company with nutritional beverages that have no sugar, no calories, no Crap! Segments include Rebellious Kids and Rebellious Infusions. The Infusion line consists of 10 flavours within pure function, pure performance, and caffeine free. Each portable packet has no more than 5 ingredients, contains L-theanine for brain health, and up to 200 mg of antioxidants for immune system support. Rebellious is the brainchild of former PepsiCo and Kraft Foods industry veteran, Doug DuMars, and his co-founder, Joe O’Connor. Sprouts is the first major push into traditional retail. Rebellious has consumers in all 50 states in the US, plus Australia, United Kingdom, Europe, Middle East, and India. Rebellious’ customers include professional sports teams, NCAA and high school athletic departments, and hotels.
AR® Organic, a line of organic Complete Hydration™ beverages offering a blend of vitamins, antioxidants and electrolytes, announced it unveiled the newest additions to its portfolio. Strawberry Lemonade, the latest flavour of their functional hydration and wellness beverages, brings a refreshingly sweet and mildly tart addition to the core Complete Hydration™ beverage line. The brand is also extending its mission of delivering immunity-boosting hydration for consumers on-the-go with ROAR® Plus, a naturally flavoured vitamin and electrolyte drink mix available on QVC and online. These two innovations come on the heels of the brand’s latest USD 6 million capital raise alongside new distribution in Publix Super Markets, contributing to ROAR®’s momentum as it heads into the end of Q1 and the rest of the year.
According to recent research, ready-to-mix drinks and naturally flavoured powders are expected to continue to grow as more consumers are looking for easy-to-use, accessible options for their busy lifestyles (Grand View Research 2022). Capitalising on these trends, ROAR® Plus marks the brand’s introduction to the hydration powders space as it looks to provide consumers with immunity-boosting benefits on-the-go. Similar to their line of Complete Hydration™ beverages, ROAR® Plus is packed with a blend of antioxidants, vitamins and electrolytes, and is also boosted with 1,000 mg of vitamin C, as well as added zinc, elderberry and green tea polyphenols, with only 2 g of sugar and 20 calories per single-serve stick. ROAR® Plus comes in two flavours:
Berry Lemonade – fruity and tangy, anytime thirst-quencher that perfectly balances sweet and tart flavours
Strawberry Watermelon – bursting with juicy, vibrant strawberry and watermelon flavours that are equally refreshing and replenishing
“We are incredibly excited about the Powders launch as it gives us the opportunity to expand into a trending category and allows us to provide another hydration solution to ROAR® consumers,” said Bill Lange, President at ROAR® Organic. “We are on a mission to support hydration and wellness by offering multiple benefits in one bottle, and now also in powder form. Hydration is key for many aspects in our daily lives, and now that more people are out of the house and on-the-go, we want to make sure they feel good about what they’re putting in their bodies, whether packing for a flight or packing their gym bag.”
For consumers obsessed with ROAR®’s core Complete Hydration™ beverage line, the new Strawberry Lemonade flavour is packed with electrolytes, vitamins and antioxidants for the “whole package.” This smooth, multi-functional flavour makes it easy for consumers to live a healthy, effortless lifestyle, with each bottle providing 100 % daily value of vitamins C, B5, B6 and B12 and an excellent source of antioxidants from vitamins A, C and E, with only 20 calories and 2 g of sugar per bottle.
ROAR® Organic beverages are USDA Certified Organic, non-GMO, vegan and keto-friendly and can be found in natural and traditional grocers in the US, including Whole Foods Markets, Kroger, Sprouts, Publix, Wegmans, Safeway, Albertsons and more, plus online at www.roarorganic.com and on Amazon, while ROAR® Plus can be found on QVC, and online at www.roarorganic.com and on Amazon.
Electrolit – the preferred, premium hydration beverage made from pharmaceutical quality grade ingredients – announced the launch of the Zero line in response to growing consumer demand for lower calorie, lower sugar functional beverages. Electrolit Zero will fill store shelves across the U.S. this month in three flavours: Berry Blast, Lemon Breeze and Fruit Punch Splash.
“Over the past year, consumers have increasingly looked at their health as a long-term investment, and they are calling for lower sugar, lower calorie options to achieve their hydration goals,” said Caridad Ochoa, Commercial Director with Electrolit. “We all know that hydration is critical to function at our best, and with our Zero line, we can reach a new set of health-minded consumers seeking premium hydration.”
Electrolit Zero will be available in three new flavours: Berry Blast, Lemon Breeze and Fruit Punch Splash. Manufactured with a slightly modified formula, Electrolit Zero will maintain the integrity and scientifically backed ingredients of the current line, with ingredients like magnesium, potassium, calcium, sodium glucose, and sodium lactate for fast, effective hydration.
Consumers will recognize Electrolit’s iconic square bottle and logo on the Zero bottles, with an added Zero label.
Electrolit continues to grow their national footprint and will extend their Zero line to select current retailers, including 7-11, HEB, AMPM, among others. Electrolit can also be purchased at Walmart, Kroger, and more, and through online channels.
About Electrolit Electrolit manufactures a scientifically formulated premium hydration beverage that replenishes the body after physical activity, intense heat, hangovers, or sickness. Formulated with magnesium, potassium, calcium, sodium glucose, and sodium lactate plus six ions for electrolyte absorption, Electrolit aids in recovery of the hydro electrolytic imbalance, fulfilling metabolic and hydration needs. Available in nine delicious flavors, Electrolit is currently offered in national, grocery, convenience and online channels across the U.S., including Walmart, Kroger, HEB, 7-11 and more. Electrolit is manufactured and owned by Pisa Pharmaceuticals, the largest pharmaceutical company in Mexico and Latin America.
