Shifting Trends in the Hydration Beverage Market in 2024

Given the high-demand, it makes sense that brands would want to get a slice of the pie. However, crafting a winning solution without the right knowledge and resources can be challenging. New products will have to be innovative through the use of functional ingredients or intriguing flavors to stand out on the shelves.

It's no longer enough to simply hydrate. Consumers want their beverages to contain additional ingredients that support other aspects of their health. In the past year, 51% of hydration launches had an additional active health claim by including vitamins, adaptogens, and more. When going beyond hydration, it’s important to look from the customer’s perspective.

According to a recent survey by Mintel, the most sought-after beverage benefits after hydration are gut and skin protection, energy, and boosting brain health. These added values are what matters to consumers, and they will be willing to pay more for a product of higher quality that fulfils their needs.

Examples of ingredients to include to shake-up a hydration formula include b-vitamins, caffeine, botanicals, and pump ingredients. The right blend of ingredients is important for both the efficacy and consumer appeal of the product. However, a winning solution doesn’t have to solely rely on functionality. Some brands have been innovating with new flavor offerings to differentiate themselves.

While it’s true that consumers are becoming more concerned with the nutrition label, taste cannot be neglected. Having a memorable and appealing flavor leads to a positive sensory experience that will keep buyers wanting more. Choosing the flavor for a new hydration drink is not straightforward. It’s crucial to keep in mind shifts in consumer preferences and big picture trends rather than just defaulting to the classics. 

A great-tasting flavor is one of the top attributes consumers look for when making a purchasing decision. In a competitive market like hydration beverages, a superior or unique taste can capture attention and win consumers over—especially when the typical flavors become repetitive. In the first half of 2024, sports drinks have begun to step outside of the norm by venturing into punch, pineapple, and tropical fruits. 

It’s hard to beat the classics, but following the herd doesn’t always lead to a successful launch. Prinova’s Guide to 2024 Flavor Trends highlights how brands can give their beverages an imaginative upgrade. Nostalgia driven Tropical Snow Cone flavor and a twist in citrus Orange Creamsicle flavor offer a unique experience that customers will keep coming back for more of.

The market is prime for innovation, but crafting the perfect hydration beverage is not easy. A winning hydration beverage requires a balance of high-quality electrolytes, functional ingredients, and a taste that consumers love. So why do it alone?

Prinova is your one-stop-shop for developing your next hydration solution. Our team of ingredient, flavoring, premix, and contract manufacturing experts are here to accelerate your speed to market and deliver a winning product. 

Use the form below to connect with our team today!