The global electrolyte hydration drinks market size is anticipated to reach USD 1.82 billion by 2025. The market growth is majorly attributed to increasing penetration of these drinks among the athletes and individuals who are into various physical and fitness activities. This market is driven by young population, aged between 15 to 35 years comprising millennials and generation Z.
The drink is becoming more popular in countries with a larger number of young population, for instance, China, and India. The increasing awareness and urbanization where health and fitness trend is rising and this, in turn, has led to substantial growth in the electrolyte hydration drinks market.
This market has tremendous profit potential since consumer preference and buying behavior towards beverages have changed, they are shifting from carbonated drinks to organic and natural products. In addition, there is an increasing awareness among the consumers with respect to consideration of the healthier alternatives such as electrolyte drinks over carbonated beverages. However, the market is still at nascent stage and will increase over the forecast period.
RTD forms account for the largest market share owing to the ease and convenience of consumption during travelling. However, tablets and capsule forms are gaining traction among the trekkers and hikers as it renders quick replenishment and hassle free carry options.
The electrolyte tablet form is growing significantly with its added benefits such as it provides proper body hydration, it also helps in increasing the energy level in the body. The consumers are preferring the tablets due to its convenient and on-the-go consumption. The convenient feature helps the hikers and trekkers to retain and boost their energy by consuming these tablets, where it is difficult to carry water bottles.
Millennials and Generation Z being the major target consumer, the online distribution channels are gaining traction as these consumers prefer to shop online as compared to conventional retail formats. Furthermore, increasing partnership between the manufacturer and online retailers will further fuel the market growth.
The manufacturers are also introducing organic and low on calories tablets, hence, consumer doesn’t have to worry about the extra calories. Moreover, manufacturers are also taking environmental factors under consideration for instance, Nuun Company’s tablet tube can be recycled at any plant that processes 5 plastics.
According to research published in British Medical Journal (BMJ), manufacturers are engaging actively in research and development directly or indirectly. They are funding the research projects intended for continuous development in hydration drinks. These research studies have also influenced the sports and medicine organizations as they have developed guidelines for daily health advice with respect to intake and consumption.
For instance, these guidelines have influenced the European food safety authority where they are spreading awareness regarding the harmful effects of dehydration. These initiatives by manufacturers and regulatory authorities has rendered a positive outlook for the market growth.
Some of the key players operating in the global electrolyte hydration drinks market are NOOMA, Nuun, KILL CLIFF, INC, Otsuka Pharmaceutical Co., Monster Energy Company, SiS, Fraser and Neave, Limited. Market players are focusing on creating awareness about dehydration and consequences such as heatstroke.
For instance, Pocari Sweat is a Japanese electrolyte drink brand that has plastered heat-sensitive stickers on the bus stops. These stickers change its color from blue to red, as temperatures rise above 30 degrees Celsius thereby giving an indication of need for hydration. Furthermore, the companies are focusing on introduction of new flavors and in new forms such as electrolyte concentrates.
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Hexa Research has segmented the global electrolyte hydration drinks market report based on type, distribution channel and region:-
Segmentation by Type
• Tablets and Capsules
• Electrolyte Concentrates
Segmentation by Distribution Channel
• Supermarkets and hypermarkets
• Specialty stores
Segmentation by Region
• North America
• Asia Pacific
• Middle East & Africa
• Central & South America
Key players analyzed
• KILL CLIFF, INC
• Otsuka Pharmaceutical Co.
• Monster Energy Company
• Fraser and Neave, Limited
• PURE Sports Nutrition
• Trace Minerals Research