Hydration on trend

Why is hydration on trend?

The results of Innova’s consumer trends research demonstrates positive consumer feelings about hydration. Consumers say that staying hydrated is the top action they take to improve their health. Looking at health benefits from foods and beverages, hydration is the most desired benefit and the top reason consumers give for buying a particular food or beverage.

Exercise is a motivation for hydration, with consumers reporting that they use hydration products before, during, or after exercise. Hydration claims are more common on sports beverage launches than on bottled waters and energy drinks.

Hydration health benefits

Hydration prevents our bodies from overheating and is critical for essential functions.
- It is important year-round, but especially in the hot summer months when it.
- The human body contains about 60 per cent water. The brain, lungs, heart, liver, and kidneys all contain water, about 65-85 per cent, and the bones contain about 31 per cent!
Hydration allows the body to flush toxins out of critical organs, cushion joints and soft tissues, plus carry nutrients to the cells.
- Without enough water (fluids) your body won’t function properly, and it can be dangerous.
Additionally, did you know being dehydrated can leave you feeling tired, confused, and cranky?

How much is enough?

The Institute of Medicine determined that an adequate intake (AI) for men is roughly 3 liters (about 13 cups) of total beverages a day. The AI for women is 2.2 liters (about 9 cups) of total beverages a day.

How to gauge your body’s need for hydration?

Unfortunately, thirst isn’t always a reliable gauge of the body’s need for water, especially in children, older adults and in the summer months for everyone.
In healthy adults, a better indicator is the colour of your urine: light-colored urine means you’re well hydrated, whereas a dark yellow or amber colour usually signals dehydration.
- Also, Cleveland Clinic recommends checking your urine especially during and post exercise, plus in hot weather conditions.
- If it’s clear, pale or straw-colored, it’s OK. If it’s darker than that, keep hydrating.

Innovations in hydration

Innova’s research suggests water is not just water anymore. This trend showcases the functional health benefits and nutrients associated with innovative water products.

In the USA “hydration” is growing as a claim, with 10 per cent growth in soft drink and sports nutrition launches with a hydration-related claim over the last three years.
There are several hydration solutions (including single serve powders that you mix with water) on the market, and more being created.
Value-added ingredients like specific electrolytes, probiotics and vitamins focus on benefits for the skin, immunity, gut health, and other aspects of health in beverages that also reduce or eliminate added ingredients such as colours and sweeteners.

My final thoughts for hydration on trend

Hydration benefits are widely understood and desired by consumers. As a result, hydration is a thriving consumer food and beverage trend. I’ve always promoted water and common foods, for example, watermelon that easily support hydration. Having an on-the-go reusable water bottle for travel and exercise is a must.

Keep in mind, alcoholic beverages, are not recommended for hydration. If you are sampling some of the numerous hydration solutions on the market, I recommend you review the formats and ingredients with your nutrition professional to confirm these products are adding optimal value to your specific lifestyle activities. Wishing you a fun and hydrated summer!