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High-protein products have long dominated the active nutrition category, but now there is an opportunity to capitalise on the next big trend: hydration. FoodBev Media’s deputy editor, Melissa Bradshaw, speaks to some of the companies making a splash in this burgeoning space.

Hydration innovation is everywhere. Over the past year, several new functional beverage start-ups, such as Cadence and Unwell Hydration, have emerged with a focus on hydration. At the same time, big players in the sports and energy drinks space, including Celsius, have expanded into performance hydration with new electrolyte powders and RTD beverage formats.

At its core, hydration is about ensuring the body absorbs enough water to maintain vital fluid balance. But it goes beyond just drinking a couple of litres of water each day. For active consumers who lose significant amounts of water through sweat, rapid rehydration solutions like isotonic beverages and electrolyte stick sachets can help replenish essential electrolytes and carbohydrates lost during endurance activities. The global electrolyte beverages market is expected to surpass $33 billion by 2025, driven by rising health awareness and growing interest in fitness.

Exercise tracking app Strava highlighted in its 2024 Year in Sport report that run clubs are ‘the new nightclubs,’ noting a 59% increase in participation globally last year. The number of marathon, ultramarathon and century ride events logged on the app also grew by 9%. Electrolyte replenishment is one of the most vital nutritional considerations for long-distance runners, making the running boom a key driver of market growth. Additionally, Kieran Fisher, founder of sports nutrition brand Warrior, explained that what was once “a niche product used primarily by athletes” has now gained widespread recognition among everyday consumers interested in wellbeing.

He commented: “In America alone, Google searches for ‘Electrolytes Drink’ grew 37% over the past year. The supplement industry is responding with an array of new products that fit the evolving needs of consumers who increasingly view beverages as an opportunity to boost health and wellness, rather than as simply a source of hydration.”

Another factor driving market growth could be the increasing use of GLP-1 receptor agonist drugs, such as Ozempic and Wegovy, for weight management. Jochen Kistner, director for beverage category marketing at global ingredients specialist ADM, told FoodBev: “A recent Mintel report notes that reduced food and fluid intake stemming from a decreased appetite can exacerbate dehydration, which is a common outcome while using GLP-1 medications.

As such, there is a new opportunity for beverage brands to specifically tailor offerings to anti-obesity medication users to help support hydration.”

Innovate to hydrate

Functional hydration beverages on the market today contain varying levels of key vitamins and

minerals, typically combining water with different levels of commonly used electrolytes like sodium, potassium, calcium and magnesium. Some also contain additional functional ingredients, along with sugar or sweeteners for an improved taste.

ADM’s Kistner explained: “Our solutions library includes a wide range of vitamins and minerals, such as vitamins B, C and E, as well as magnesium. We also offer coconut water powder with electrolytes – all of which help developers create isotonic drinks for rapid rehydration.”

“Isotonic properties can help replace lost body fluids and assist with proper hydration, which in turn can support nutrient transportation and protein synthesis for improved performance and muscle recovery.”

A common challenge in developing these beverages is the undesirable salty taste caused by high sodium levels. Some brands address this using taste-masking technologies or by adding sugar to balance the flavour. However, since many functional beverage producers aim to reduce or eliminate sugar – and may also avoid artificial sweeteners – finding the right solution can be tricky.

UK tea brand Kaytea recently launched Hydro Infusions, a range of functional electrolyte-infused tea blends, overcoming key formulation challenges in the process. Each blend contains magnesium, calcium, potassium, sodium and chloride – carefully selected for their benefits, which include muscle recovery and blood pressure regulation, as noted by founder Kevin Tang.

“Flavour development was a key focus, especially given the unique taste profile of electrolytes, which can be slightly tart and salty,” said Tang. “To ensure a harmonious blend, we avoided lighter, more delicate flavours that might clash with the natural characteristics of electrolytes.”

“Instead, we opted for robust, well-rounded flavour profiles that complement the subtle saltiness while maintaining a refreshing, natural taste. Importantly, our teas are unsweetened and free from artificial additives, which meant we had to strike a careful balance to ensure the electrolytes didn’t overpower the tea’s natural flavours.”

Formulators should also be aware of sedimentation, flocculation or separation, warned ADM’s Kistner, as well as degradation or loss of efficacy through tough formulation environments, or from light or oxygen exposure throughout shelf life. “This is where our water-only extraction technology is critical,” he enthused. “It helps build resilient, high-quality powders and extracts derived from botanicals and plants while supporting the organoleptic profile and minimising off notes.”

Hydration plus

An enduring trend in the functional food and beverage space, all-in-one solutions are capturing consumer attention with multifunctional ingredient blends that deliver a range of different health benefits in a single, convenient product. This is particularly evident in the hydration category, where many products now combine electrolytes with trending functional ingredients for a comprehensive approach to wellness.

“To differentiate themselves in a crowded marketplace, beverage and sports nutrition manufacturers should look to combine hydration with other highly sought-after benefits like energy,” said ADM’s Kistner. “Our botanical extracts and plant proteins can help innovate for these needs while also addressing consumer calls for a ‘return to nature’. For example, our guarana, green tea and yerba mate extracts provide natural sources of caffeine. Our clean-tasting soy and pea proteins contain essential amino acids, which may support muscle development.”

Arla Foods Ingredients has noted this increasing demand for an all-in-one hydration experience. Peter Schouw Anderson, the dairy ingredients specialist’s head of performance nutrition, highlighted the exciting additions to waters and other beverage products. According to Innova’s insights, the number of soft drinks and sports nutrition launches featuring hydration-related claims has increased by over 10% in the last three years.

Arla is targeting the ‘holistic hydration’ trend by developing protein-boosted hydration concepts using its Lacprodan Iso.Water, Iso.Clear and Iso.RefreshShake whey protein isolate range. Schouw Anderson told FoodBev: “They are rich in essential amino acids and branched-chain amino acids, and combine easily with other functional ingredients such as zinc, magnesium and caffeine.

This creates opportunities for additional physical and cognitive wellbeing claims – perfect for active consumers who are increasingly adopting a holistic health approach and seeking out products that offer more than one benefit.”

The protein isolates can be easily combined with other fortifying ingredients, supporting a range of health and nutrition claims. Schouw Anderson highlighted Lacprodan Iso.RefreshShake, the latest addition to the group’s clear whey portfolio. It delivers 20g of protein and a refreshing taste, with a fast foam breakdown that makes it a quick and effective replenishment solution.

Elsewhere, Warrior has chosen to combine electrolytes with another muscle-boosting functional ingredient popular in the fitness space – creatine. The brand’s founder, Fisher, explained that the development of the new Warrior Creatine + Electrolytes product was driven by significant investment in new product development. The product combines the brand’s top-selling creatine powder with electrolytes, offering consumers an easy-to-use solution. “A single scoop can be added to any drink of choice daily to replenish, hydrate and enhance both physical and mental performance,” Fisher added.

“Creatine is one of the most well-researched dietary supplements of all time, and its performance-enhancing effects during exercise and resistance training is well documented,” he continued. “Protein continues to be in demand, but consumers are becoming increasingly savvy about the wide range of supplements available and the lifestyle benefits they bring. Many consumers were introduced to the category through protein bars…and are now exploring other sports nutrition products like electrolyte drinks, whey, pre-workouts and creatine – and we expect more and more consumers to follow this purchasing pattern.”

Multifunctional future

Looking ahead, we can anticipate a rise in innovative functional ingredient combinations with electrolytes, providing a more targeted approach to hydration and overall wellbeing. Kaytea’s Tang predicts a shift towards cleaner, more natural formulations, alongside novel formats and delivery methods. He also foresees greater differentiation between hypotonic and isotonic beverages to cater to specific needs and preferences.

“Hypotonic beverages have a lower concentration of solutes compared to the body’s fluids, making them ideal for rapid hydration as they are quickly absorbed,” he explained. “In contrast, isotonic beverages match the body’s fluid concentration, offering balanced hydration and energy replenishment, making them particularly popular among athletes and fitness enthusiasts.”