With rising global temperatures and a growing focus on healthier lifestyles, consumer demand for hydration products is naturally increasing. 64% of global consumers recognise the importance of hydration. It is linked to several key health factors, including emotional wellness, digestive health, skin health, and cognitive function.

Moreover, research shows that consumers associate hydration with a positive impact on energy levels, helping them feel fit and active, both physically and mentally. According to FMCG Gurus, around 40% of consumers prioritise flavour over hydration when choosing their preferred beverage.

Stick packs containing caffeine are part of the broader edible caffeine and functional beverage trend, offering consumers a convenient, portable, and measured way to boost energy. These products are designed to be added to water or other beverages or consumed directly, and are especially popular among busy, on-the-go consumers seeking quick energy without the need for traditional energy drinks or coffee.

With a wide variety of options available, purchasing habits are increasingly shaped by diverse preferences and needs. While taste and enjoyment remain primary motivators, functional benefits often help products stand out and capture consumer attention.

*Taken from Mintel – Source: Google Trends.