Consumers are looking beyond basic hydration

Hydration is no longer just about drinking more water. Today, consumers want products that fit into their wider health routines. They also expect those products to deliver clear benefits.

FMCG Gurus’ research shows that consumers are already taking steps to improve their hydration. However, many still do not feel properly hydrated. This gap creates an opportunity for brands. Instead of encouraging consumers to drink more water, brands should show how their products can deliver better results.

Consumers want hydration that works

Consumers have already changed their behavior. FMCG Gurus’ research shows that 63% of global consumers have drunk more water as a health action over the last two years. However, only 50% say they regularly feel hydrated. This difference matters. It suggests that drinking more water does not always solve the problem. As a result, consumers are becoming more interested in products that offer additional support.

For brands, this means hydration should become an active benefit rather than a basic claim. Products need to explain why they work and how they improve everyday wellbeing.

Hydration has become an everyday wellness solution

Consumers are also changing the way they use sports nutrition products. These products are no longer reserved for athletes or intense training sessions. Instead, they are becoming part of everyday wellness routines. FMCG Gurus’ research shows that 63% of sports nutrition users buy these products for casual exercise or general health.

This creates a bigger opportunity for hydration brands. They can use the credibility of sports nutrition while developing products for everyday occasions. As a result, brands can appeal to a much broader audience.

Clear benefits build consumer trust

Consumers are becoming more careful when choosing health products. Because of this, simple ingredient claims are no longer enough. For example, 70% of consumers are aware of electrolytes. However, only 55% understand their health benefits.

This shows that awareness alone does not drive purchases. Instead, brands need to explain how active ingredients work and why they matter. Clear messages help consumers understand the value of paying more for premium hydration products.

Hydration and energy go hand in hand

At the same time, consumers are looking for products that support them throughout the day. Energy remains one of the biggest health priorities. In fact, 63% of global consumers want to improve their energy levels over the next twelve months.

This creates another opportunity for brands. Hydration products can be positioned as part of a daily wellness routine rather than as an alternative to energy drinks. When brands link hydration with sustained energy, they address a much broader consumer need.

Targeting specific need states

Not every consumer wants the same thing from hydration. Some want support for exercise. Others want help staying focused at work. Many simply want to feel better during the day.

Because of this, brands should avoid broad hydration messages. Instead, they should build products around specific consumer needs and occasions.

Ultimately, proactive hydration is becoming much more than drinking water. The brands that succeed will be those that combine credible ingredients with simple communication. They will also make it easy for consumers to understand exactly why their products are worth choosing.

Want to learn more?

This blog is based on our 2026 Trend Report Proactive Hydration, Clear Protein and Electrolytes: The Importance of Segmentation and Active Ingredients. For more information please click here.