What is rapid hydration and why is it getting big – summary
- Gatorade Hydration Boosters launched in UK with carbohydrate-electrolyte sachets
- Rapid hydration trend driven by wellness, fitness and hangover recovery culture
- Products use sodium-glucose transport to enhance water absorption efficiency
- US hydration market hits $750m monthly sales with Liquid I.V leading growth
- European brands now offer natural mineral mixes for broader consumer appeal
In September, Gatorade introduced Hydration Boosters to the UK market.
Each sachet contains an “advanced blend of carbohydrate-electrolytes” and is designed to be mixed with 500ml of water to deliver “rapid, great-tasting hydration that keeps up with the pace of modern life,” says the company.
The sachets now sit alongside Gatorade’s existing portfolio of chewable and soluble tablets, powders and protein bars, all geared toward the sports performance market.
It’s one of several companies tapping into a trend dubbed rapid hydration.
But what does rapid hydration really mean?
Recovery toolkit
Simply put, rapid hydration consists of products or ingredients that can accelerate how the body rehydrates, often infusing additional ingredients in water (or other liquids) to replace lost minerals and salts more efficiently.
“It is all motivated by a number of factors: growing wellness focus, fame of fitness and biohacking culture, and even prevention of hangovers among social consumers,” says Eduardo Oliver, a nutrition coach and CEO of Tribe Organics.
“Many young adults and professionals see rapid hydration as part of their ‘recovery toolkit’ after alcohol consumption, travel, or high-intensity workouts,” he adds.
“I’m also seeing pubs and bars in cities like London, Berlin, and Amsterdam incorporate hydration options into their offerings, for instance, promoting electrolyte drinks alongside low-alcohol or alcohol-free cocktails. It’s a fascinating blend of social culture and functional nutrition, where hydration has become both trendy and health-driven.”
Products claiming to deliver rapid hydration typically contain a precise mix of sodium, potassium, magnesium and glucose, explains Oliver. These “enhance water absorption via what’s called the sodium-glucose transport mechanism, the very same process utilised in oral rehydration solutions.”
Gatorade’s own Hydration Boosters, for example, “are a flavoured carbohydrate and electrolyte powder mix with B vitamins, sugar and sweetener from a natural source, produced with an advanced blend of electrolytes from sodium chloride, sodium citrate and potassium salt,” says Phil Pick, head of marketing for innovation brands at Carlsberg Britvic.
Billion-dollar industry
The US has already turned this growing demand for hydration hacks into a burgeoning market, with some $750m in monthly sales, according to data platform Spins.
LA-based Liquid I.V, for example, which launched in 2012 and initially targeted only athletes with its flavoured powder mix, is now to set to become a $1bn ‘power brand,’ according to its most recent earnings report. It follows a change in strategic direction after its acquisition by Unilever in 2020 for an undisclosed sum, following which it has gone onto target a much wider audience, doubling distribution and achieving double-digit sales growth.
Though less established as a trend, European manufacturers are now taking note of the commercial opportunity here, “with a rise in smaller, EU-sourced products that incorporate natural minerals and essences instead of artificial chemicals,” says Oliver.
Elete Electrolyte Add-In, for example, claims to be formulated with four essential electrolytes: magnesium, potassium, sodium and chloride, along with over 70 naturally occurring ionic trace minerals.
The brand claims it “supports efficient cellular hydration to help prevent cramping, reduce fatigue, improve energy metabolism and maintain mental clarity, offering a clean, effective and fully customisable hydration solution designed for anyone serious about endurance, recovery and results.”
Tailwind Nutrition, meanwhile, which launched in 2024, has launched Rapid Hydration, an “all-natural electrolyte mix” blending electrolytes and Vitamin C.
And last month, Coca-Cola-backed Powerade entered the hydration market with its first NPD in five years. Power Water is a flavoured water with a formulation that contains 50% more electrolytes than competitors, it claims.
Just like Liquid I.V, these launches aren’t solely targeted at athletes or avid gymgoers, but anyone keen to take their hydration up a notch.
“It can be consumed at any time of the day and is there to meet people where they are – whether it’s a morning walk, lunchtime Pilates class or your evening run. It’s designed to help people feel their best, every day,” says Pick, of Gatorade’s Hydration Boosters.
“Hydration shouldn’t be another task to manage, for anyone,” he adds. “That’s why Hydration Booster by Gatorade is fast, simple and built to slot into busy routines, helping people stay on the front foot, wherever the day goes.”
In so doing the brand is one of many hoping to tap into the increasing thirst for next-level hydration – and emulate its stonking commercial success across the Atlantic.
