Hydration contributes to a wide range of benefits, and consumers are becoming more aware of its importance. Increasingly, consumers are turning towards hydration for benefits including increased energy levels, digestion support and skin health. However, although there is an increased awareness, there is a gap in consumer behaviour with 40% claiming that they do not drink enough water or feel well-hydrated, and only around 50% stating that they do drink enough water, according to consumer studies.

The rise in awareness and trend of consumers moving towards cleaner health and wellness solutions brings in the demand for added benefits alongside hydration. This means that added ingredients such as electrolytes, vitamins and minerals, are important when developing new hydration products.

Why Do Consumers Want to Stay Hydrated?

Energy

A key contributor to consumers’ focus on hydration is to support energy levels. FMCG Gurus states that 47% of consumers are looking to improve their energy levels, and the majority are seeking solutions to reduce tiredness and fatigue.

Nowadays, many consumers are seeking more balanced solutions that help reduce tiredness and fatigue whilst supporting active lifestyles. This could include avoiding high-sugar and high-caffeine products which they believe to cause energy crashes and are not defined as ‘clean’. According to FMCG Gurus’ studies, consumers are turning to hydration in order to support their energy as they are becoming more wary of energy drinks and deem hydration as a ‘safer option’. This brings the focus to stimulant-free hydration with a strong focus on plant-based and naturally derived ingredients.  

Beauty-from-Within

According to research, 60% of consumers focused on drinking more water to contribute to better skin health. Hydration has shown improvement in supporting skin elasticity, texture and overall appearance by maintaining the skin’s natural barrier. This reflects the trend of beauty-from-within where consumers are committing to functional hydration in order to improve external wellness.

Digestive Health

An additional benefit of sufficient hydration amongst consumers is digestive support. With a focus on gut health continuing to trend, consumers are seeking ways to support digestive health and support wellbeing from within. This is due to hydration supporting normal digestive processes such as helping break down food and absorbing nutrients as well as supporting digestive balance.

Popular Ingredients to Support Added Benefits

Hydration

Electrolytes are minerals that help regulate fluid balance in the body which play a core role in hydration. Balancing electrolyte levels contributes to sufficient hydration by including minerals such as Sodium, Potassium, Magnesium, Calcium, Chloride and Phosphate.

Cognitive Support

Hydration can be positioned as a contributing factor for mental performance, which drives the inclusion of ingredients that may support focus and calm. Natural alternatives including adaptogens and botanicals are on the rise which includes B Vitamins, Ashwagandha, Chamomile, Lemon Balm and Magnesium.

Improve Energy Levels

Energy support is a key driver within hydration and functional beverages, with the majority of consumers looking to reduce feelings of tiredness and fatigue. Consumers are shifting focus from high-stimulant formulations to support a more natural approach to energy support and performance. Key ingredients include Amino Acids to aid muscle function and a range of B Vitamins to contribute to normal energy metabolism. For a more stimulant-focused approach, consumers utilise beverages including caffeine to provide an immediate energy boost.

Skin Health & Recovery Support

To support skin health and recovery, functional beverages include ingredients such as Collagen Peptides, antioxidants such as Vitamin C and Vitamin E, which are strongly associated with skin structure and elasticity, as well as BCAAs which supports overall muscle recovery and EAAs to contribute to muscle protein synthesis.

How Can Opalbond Support Your Brand’s Hydration Supplements?

At Opalbond, we have strong industry knowledge to help support product development for hydration supplements that bring added benefits to contribute to your customers’ needs.

Offering a range of formats such as Effervescent Tablets and Stick Packs as well as access to high-quality ingredients, we can help cater towards these trends of convenience and ease-of-use to best suit your brand and consumer needs.