In the fall, Innova Market Insights will release the next 10 trends next year. This long -awaited report captures Innova’s 360 -degree approach to insights in trends. The Innova approach incorporates consumer attitudes and actions, launch of products, innovation of ingredients and flavors, packaging, and trendy category.
In this example, there are several trends applied to the growing hydration beverages market.
Innova’s No.1 trend “ingredients, etc.” emphasizes the importance of high -quality ingredients that are useful for products to differentiate from competitors. In the case of a drink, it can be seen that if a functional ingredient is added, the beverage may be higher than water only. The No.2 trend of 2025, “Precision Wellness,” nods the personalization and ability to select from products (such as beverages) that meet specific nutrition needs. Our # 3 trends, “Roughly Contact”, captures the excitement of food and drink flavor mashups. Hydration drinks, such as Celzer, water, sports drinks, and functional drinks, are no exception.
Continue to see how the sixth trend, “climate adaptation”, shows the importance of climate change recognition and practice, the importance of sustainability in products and packaging. The tendency of hydration in the United States, which has a balance between hydration, functionality, and sustainability, is an example of these top 10 trends of 2025.
Hydration plus …
US consumers are becoming more and more aware of the importance of hydration of health and happiness. The demand for beverages with hydrating is high, which helps the industry to innovate. As part of a healthy lifestyle, they are trying to increase energy, support immunity, improve intestinal health, and incorporate foods and beverage products that benefit brain functions. To put it simply, our consumers want more than hydration from drinks. They also want sports nutrition and functional benefits.
Innova describes a functional drink category as a sports nutritional drink, dairy drinks, and many kinds of soft drinks. In the United States, soft drinks have clearly led and account for about two -thirds of the launch of functional beverages. Among the soft drinks, energy drinks are the most active subcategories, followed by sports beverages that are immediately drinked, bottle -containing bottles with functional flavor, and carbonate.
Functional drinks include alphabetical order, calcium or iron, anti -aging, aging, antioxidant, bone health, brain health, CBD, gastrointestinal and intestinal health, energy and awakening. You can incorporate many advantages, such as heart, heart, heart, heart, heart, heart, heart, heart, heart, etc. Health, immunity health, joint health, omega-3, oral health, prebiotics, probiotics, proteins, skin health, vitamins, minerals, and weight management.
Antioxidants, energy, immunity, and proteins are the main claims worldwide, especially in the claims of energy and immune health. The United States is an excessive index compared to the global launch of brain health, energy, immunity, and protein claims. Under the index for claiming vitamins and mineral fortress.
In 2024, INNOVA tracked the change in the US hydrochlion market for rapid hydration via the easily absorbed electrolyte beverages. These hydration drinks are particularly attractive to athletes and fitness enthusiasts for consumption during or after exercise to prevent dehydration and maintain electrolyte levels. Alkali water with controlled pH has become widespread to promote water absorption several years ago and improve overall health. Since then, the number of release in the United States has been stable.
Energy drinks appeal to US consumers. Some drinks contain classical energy components such as caffeine and sugar, but other drinks provide alternative energy such as green coffee bean extract, green tea extract, ginseng, and guarana. Equipped with ingredients. The processor has advertised organic caffeine and caffeine as “from nature source.” Additional consumer sentiment to sugar helps a catalyst of reducing sugar and innovation of hydrated beverages without sugar.
Behind the energy, there are some hydration drinks that talk about the advantages of relaxation. Nevertheless, for the past few years, US hydration products have been released together with CBD to relax and relieve stress.
Mizuwa products have been released along with electrolytes, and claims of electrolytes are increasing in the United States. These beverages are often sold as electrolytes and are added to the combination of sodium, potassium, calcium, magnesium, and chloride. Related claims include hydration, muscle contraction, metabolism, liquid management, thirst regulation, dehydration prevention, and physical performance support.
Some other functional claims are often incorporated into hydration beverages. Immunity’s health claims are famous during pandemics and have been featured in many new hydration products. Mineral zinc has long been associated with immunity. Brain health and mental health are very desirable among consumers who have been stressed today.
Innova monitors the addition of ingredients such as L-Theanine and Adapt Gen’s Lion’s Mushrooms, Chaga, and Ashwaganda. The health benefits of intestinal and digestive organs are supported by improving the possibility of the use of prebiotics components, which are easy to be built into drinks. In the United States, drinks of prebiotic soda and kombucha are popular.
Fun for flavors
As emphasized in one of Innova’s top 10 trends, the “very original” unique flavor and flavor combination is important for hydration products. The flavor will attract new consumers and help the current customer consumers will continue to be excited about the new launch. At the end of the day, almost all consumers are interested in healthy drinks that stand out in a well -tasted, crowded market, and represent traditional renewal.
Innova monitors consumer sentiment on flavors and flavors through robust news and social media tracking and analyzing. Examine major social media platforms such as X, Facebook, Pinterest, Instagram, Tiktok.
For flavor -related hashtag flavor trends,#Flavors,#fusionflavors,#flavorsinnovations,#flavorsc,#flavorsc Includes Ombination and#FlavormIXBEERAGES. These observation results are integrated with product information, company news, industry press releases, news articles, and science publications.
We and Canadian consumers have said that flavors have become more important considerations in recent months. For the past five years, we have increased consumers in the combination of unique flavors starting from the early pandemic. When asked North American consumers to see which flavors would affect the choice of food and drinks, about one -third of the new, unique or different flavors.
Consumers who participate in Innova Surveys have said that they are most likely to experiment with coffee flavors. On the innovation side of the product, you can see the fusion of popular flavors incorporated with berries, combine tropical flavors, and mix raw INGER and citrus. There is also an increase in the use of global spices and seed flavors in firing drinks in the United States. By combining functional ingredients with attractive flavors, brands can create strong demand for hydrated and drinking products by using effective marketing strategies such as social media.
Other considerations: Plant -based convenience?
As with subcategories of other foods and drinks, water supply drinks often include and introduce plant -based ingredients. Between 2019 and 2020, the number of hydrated drinks with plant -based complaints has doubled and has been stable since then. Consumers’ support for plant -based products, including beverages, matches the desire for healthy, natural and sustainable choices.
Consumers are more and more aware of the environment of the choice of food and drinks. In addition to plant bases, the release of related hydration products can be characterized by sustainable ingredients and environmentally friendly packages.
Speaking of packages, convenience is an important factor for US consumers. Consumers are looking for more hydration options that can be easily taken throughout the day. This is reflected in a convenient package format such as a single service pouch and a simple and light powder that is easier and lighter than a bottle drink.
Functional future
The American hydration landscape is evolving rapidly, and consumers are looking for more than just the basic replenishment of liquids. Functional ingredients, innovative flavors, and plant -based alternatives are example of the type of market innovation. As US consumers prioritize health and happiness, hydration drinks may require more functional, personalized health benefits.
Technology can affect the evolution of water supply drinks. The brand uses AI digital platforms and technology to create unique experiences for existing consumers and potential consumers. For the manufacturer, AI can help optimize additional nutrients while developing new flavors, creating an exciting flavor, thinking of limited editions, and tastes. Events, celebrities, influencers, and metabers experience add engagement opportunities.
As the market continues to evolve, Innova hopes that more exciting and innovative hydration products will appear after 2025.