One such firm is world nutraceutical producer Sirio, who unveiled a brand new hydration platform at this 12 months’s tradeshow off the again of latest market analysis.
The analysis revealed that 4 in 10 (41%) shoppers are desirous about dietary dietary supplements which help hydration, with 37% looking for energy-enhancing hydration merchandise, whereas 33% are searching for options which promote pores and skin well being.
“Our market knowledge reveals that the demand for hydration options is stronger than ever,” Maria Pavlidou, head of brand name at Sirio Europe, advised NutraIngredients. “Shoppers are involved about hydration, and hyperlink it to a number of well being advantages.
“However most dietary supplements in the marketplace deal with drinks and powder formulations, with many providing electrolytes in inadequate doses. We needed to create one thing very completely different and primarily ‘reinvent hydration’, with a selected deal with sports activities and pores and skin.”
Going past powders and RTDs
Sirio due to this fact launched a platform of shelf-ready hydration ideas, starting from capsules and gummies to fizzy tablets that don’t require water.
The vary features a line of three beauty-hydration dietary supplements often known as HydraPearls. The softgel capsule ideas embrace a spread of clinically confirmed hydration substances, from Ovoderm eggshell membrane to hyaluronic acid and aloe vera.
“After we take a look at pores and skin dietary supplements, hydration is likely one of the huge advantages shoppers are searching for,” mentioned Pavlidou. “Perceptions are shifting, and shoppers are beginning to transfer away from lotions and topical remedies and in direction of dietary supplements as they perceive that hydration truly comes from the within.”
The sports activities complement vary consists of two new ideas, combining hydration with vitality. The primary is a gummy resolution marketed as HydraBites, delivering the optimum dose of magnesium for electrolyte stability.
“There are a number of hydration gummies in the marketplace, however the concern we needed to unravel associated to electrolyte content material,” mentioned Pavlidou. “Usually, the electrolyte content material in gummies may be very low. We needed to create a gummy that was secure, had a good electrolyte load, and tasted good.”
Sirio’s FizzyBits make up the ultimate idea within the vary, delivering a mix of B nutritional vitamins, biotin and folic acid straight away fizzy pill.
“FizzyBits are usually not solely handy for the buyer, however they’re additionally enjoyable,” mentioned Pavlidou. “Dietary supplements are usually not remedy, you’re taking them since you need to do one thing for your self, and we pondering taking dietary supplements ought to be gratifying.”
Style and performance as key shopper priorities
One other firm showcasing their hydration options was world ingredient and repair resolution supplier Glanbia Nutritionals, with style and performance taking heart stage.
“Whereas priorities shift barely relying on the precise want, style constantly stands out as a key driver for shoppers looking for hydration,” defined Invoice Waltzek, Glanbia’s senior buyer advertising supervisor.
“Powders at the moment maintain the biggest market share, because of their versatility and concentrated advantages. Nonetheless, we’re seeing sturdy progress in different handy and fascinating codecs resembling liquids, effervescent tablets, and chews or gummies, reflecting a broader shopper need for each performance and suppleness in how they hydrate.”
Constructing on this shift in shopper demand, Glanbia exhibited all kinds of ideas, from hydrating lemon-flavored tea fortified with BCAAs and electrolytes to hydration powders with added immunity advantages.
Gummies and effervescent tablets additionally featured, with Glanbia’s hydration pill idea that includes a milk mineral advanced for bone help.
These ideas have been created in direct response to the rise in demand for ‘practical hydration options’, based on Waltzek, which offer hydration alongside further well being advantages.
“Shoppers more and more acknowledge that correct hydration performs an important function in each quick well-being and long-term well being. Nonetheless, they’re now not searching for fundamental rehydration alone—they need extra from their hydration merchandise,” he mentioned. “Right now’s shoppers search hydration plus added practical advantages, thrilling taste experiences, and handy, modern codecs that match seamlessly into their life.”
Combining protein and hydration
Bringing a barely completely different angle was Arla Meals Components, which showcased a spread of whey protein ideas.
The Denmark-based substances provider centered on bringing protein into hydration options, providing a mixture of ready-to-drink and ready-to-mix drinks.
“Excessive-quality protein is likely one of the most in-demand substances in practical drinks,” defined Sarah Meyer, head of gross sales improvement, sport and well being meals at Arla Meals Components. “Innova analysis reveals that 42% of world shoppers now see protein as crucial ingredient, and predicts a stronger deal with further practical substances in on a regular basis water merchandise.”
Arla has previously demonstrated that its whey protein isolate Lacprodan SP-9213 could be paired with electrolytes in clear ready-to-drink formulations. This water-like drink goals to unlock new sensory experiences for shoppers and scale back the ‘heavy mouthfeel’ related to conventional protein shakes, based on Meyer.
Arla additionally offered a ‘higher for you’ protein soda idea, offering 10g of protein per serving and nil sugar, bringing each style and performance to the fore.
“Energetic shoppers are searching for merchandise that supply a couple of profit, so drinks that facilitate hydration whereas offering further vitamins are completely positioned to satisfy their wants,” Meyer mentioned.
“Utilizing clear whey protein substances allows producers to create alternate options that supply water-like refreshment and unlock new flavour prospects with out the style of protein. This strategy may additionally be notably enticing to feminine shoppers, who usually worth the sugar-free and fat-free alternatives that whey protein provides.”
