Electrolytes and functional beverages: a strategic alliance

Staying hydrated is still essential for good health, but consumer expectations have changed: it’s no longer just a matter of compensating for water loss, but rather of getting the most out of this everyday gesture.

In this context, a new generation of products is emerging on the market, based on a combination of electrolytes and functional drinks. Long reserved for the world of sports, these solutions now target a wider audience, in search of wellbeing and efficiency on a daily basis.

Electrolytes and functional drinks: a growing market driven by a diversity of uses

The rise of functional nutrition

Today’s consumers are no longer content to simply eat: they are turning to functional food in search of tangible health benefits. This trend also applies to hydration, with the emergence of functional beverages.

Market figures support this trend: in the United States, although the hydration and enriched beverage market peaks during the summer months, it generates an average of $750 million per month, showing consistent popularity throughout the year [2].

Initially dominated by athletes, the market has expanded to include beverages such as fortified waters, which have become the second largest category after energy drinks [1]. These beverages are now intended for everyone, from athletes to people seeking daily wellbeing.

From sports to everyday life: electrolytes are becoming part of the routines

​​ As mentioned above, the ready-to-drink (RTD) beverage market is dominated by energy drinks and fortified waters. These two segments come together around the integration of electrolytes, now recognized as a key market component.

In the United States, for example, 26% of online products containing electrolytes are classified as ready-to-drink (RTD) energy drinks, while 16% are fortified waters, accounting for over 40% of the total US hydration market [1].

For example, among electrolytes, magnesium contributes to a reduction of tiredness and fatigue [3], while potassium contributes to normal functioning of the nervous system [4].

Trend-driven demand

In addition to health concerns influencing consumer behavior, demand for functional beverages is also driven by current sporting trends. The rise of endurance sports, such as track running, trail running and hyrox, is playing a key role in this dynamic. These activities, which require prolonged effort, call for particular attention to hydration.

For effort lasting less than an hour, water is sufficient, but beyond this duration, it becomes crucial to consume beverages enriched with carbohydrates and electrolytes to maintain optimal water balance, support performance and promote recovery. In addition, these drinks help prevent the discomforts associated with lack of water intake.

At the same time, there is renewed interest in GLP-1 (glucagon-like peptide-1), a hormone naturally produced by the intestines, known for its role in regulating appetite and metabolizing glucose. While drug treatments based on GLP-1 analogues, such as Ozempic®, are both popular and controversial due to their side effects, certain combinations of active ingredients, including electrolytes, are now being explored to help better manage the side effects of this type of treatment.

Electrolytes and functional beverages: key assets for innovation in health nutrition

A segmented market: electrolytes and functional drinks for all profiles

For athletes, we distinguish between short periods of effort, with drinks containing electrolytes and low in sugars, and endurance, requiring drinks richer in carbohydrates and electrolytes. For people who are active on a daily basis, zero-sugar beverages are the preferred choice, especially as over 45% of consumers are looking for products with little or no sugar content [1].

Other age-related segments represent strong opportunities. Seniors are a key target, as are children and teenagers, in line with the trend toward healthy aging and longevity. A Harvard study revealed that over 50% of American children were under-hydrated [5], underlining the opportunity for brands to develop beverages specifically dedicated to certain consumer profiles.

The electrolyte market thus offers numerous opportunities thanks to a diversification of ranges, tailored to the specific needs of each consumer.

The quest for naturalness and sensoriality

To meet this expectation, brands are opting for more natural ingredients, while innovating with respect to taste to match the demand for sensoriality. While classic flavors such as lemon or red fruits are still trusted by consumers, more original tastes are gaining in popularity [2].

Combination formulas: a lever for differentiation

The formulation is a key differentiating factor on the functional beverage market. Combining electrolytes with other active ingredients, such as vitamins, collagen or green tea extracts, multiplies the health benefits. Brands can also draw inspiration from natural bases such as coconut water, watermelon juice or aloe. Other segments to explore include digestive wellbeing, with 40% of consumers looking for digestive benefits in their drinks [1]. Electrolytes are becoming a pivotal ingredient, infinitely combinable to meet wellness expectations.

Electrolytes and functional beverages: PYC’s sensory expertise

Expertise at the service of the market

Historically, Laboratoire PYC has worked with sports brands on isotonic drinks. Building on this expertise, it is now segmenting its offer to seize opportunities in the functional beverage market, while bringing its recognized sensorial expertise to bear.

Strategic diversification around electrolytes

The modern consumer now understands the importance of hydration and its direct impact on health [6]. With this in mind, Laboratoire PYC is working to enrich its offering with new solutions. These include sparkling beverages enriched with electrolytes and vitamins.

Formulas in line with consumer expectations

To fully meet consumer expectations, Laboratoire PYC favors natural flavors, low salt content and sugar-free formulas, combining effectiveness and sensoriality on the functional beverage market. Laboratoire PYC’s diversification is part of a growing awareness. Today’s consumers want to promote their health and beauty from the inside out.

Develop your next electrolyte formula today and contact our expert team.

SOURCES :

[1] Euromonitor, Hydration: The Gateway to Wellness, 2023

[2] SPINS, Food for thought: The Diversification of Hydration, 2024

[3] EFSA, Magnesium-related health claims, 2010

[4] EFSA, Potassium-related health claims, 2006

[5] The Harvard Gazette, Inadequate hydration can lead to impaired cognitive, emotional function, 2015

[6] FMCG Gurus, Hydration Matters: The Link Between Hydration and Holistic Health in 2024, 2024