Consumers are re-assessing their health
As consumers continue to re-evaluate their daily habits, they are making the link between energy, hydration, and their overall wellbeing. Today’s consumers want more than quick fixes or high-caffeine options. Instead, they want clean, functional, and convenient solutions that align with their wider health goals. This evolving mindset is creating major opportunities for brands willing to innovate within the clean energy and hydration space.
Energy as an indicator of overall health
In recent years, consumers have shifted away from traditional indicators when judging their health. Instead, they rely on everyday cues such as mood, sleep, and in particular, energy levels. In fact, 47% of global consumers plan to improve their energy levels over the next 12 months, making it the top priority among key health areas.
Many feel that fluctuating energy levels are a sign of deeper issues linked to busy schedules, inconsistent nutrition, and time-scarcity. As a result, consumers view energy as a foundational component of long-term wellbeing. This creates demand for products that can deliver sustained energy in a way that complements healthy living rather than working against it.
Hydration is seen as a key contributor to health
Hydration plays a pivotal role in this shift. According to FMCG Gurus’ insights, 34% of global consumers say nutrition means keeping hydrated. This demonstrates that hydration is now viewed as a core element of overall nutrition. Furthermore, 42% associate good hydration with improved energy levels, highlighting strong consumer recognition that hydration is linked to energy.
With hydration also being associated with benefits such as improved mood, cognitive performance, and immune support, consumers are seeking beverages that offer more than simple refreshment. They expect functional products that help them feel and perform better throughout the day.
Unhealthy perceptions are driving change
Traditional energy drinks are struggling to keep up with changing expectations. Formulations high in sugar, caffeine, and artificial ingredients have led 46% of global consumers to view energy drinks as unhealthy. While usage remains high, particularly in the morning and afternoon, consumers are actively turning toward cleaner alternatives.
Consumers still want an energy boost, but not at the expense of their long-term health. Because of this, interest in ingredients associated with sustained energy and functional benefits remains strong, with people rejecting the idea that energy support must come from artificial sources.
Meeting consumer expectations
The opportunity is clear for brands. Consumers are seeking beverages that emphasize hydration, feature clean label formulations, and provide multifunctional benefits such as sustained energy, cognitive support, and overall wellbeing. At the same time, consumers want confidence that these claims are backed by science.
However, clarity is key, as many consumers admit that scientific information can be confusing. Brands that successfully communicate functional benefits in a simple, accessible way, while aligning with natural and clean label expectations, will be well-positioned to build trust, loyalty, and long-term growth in the evolving energy and hydration market.
Discover how clean-label, hydration-focused innovation is reshaping the future of energy beverages with FMCG Gurus’ Trend Report – Clean Energy & Hydration: Reinvigorating the Energy Boosting Sector – 2025. For more information, contact us at info@fmcggurus.com.