Electrolytes Take Center Stage
The New MVP in Product Innovation
Why Electrolytes Are the Latest Trend in Product Development
Beverages with added benefits hold incredible market potential. Revenue in the Energy & Sports Drinks market is projected to reach US$45.80 billion in 2025 and is expected to grow at a compound annual growth rate (CAGR) of 8.39% from 2025 to 2029, reaching a projected market volume of US$63.22 billion by 2029.
In bottled water and sports drinks, electrolytes are set to play an increasingly prominent role in 2025, driven by rising consumer interest in hydration and wellness, as well as the impact of climate change and frequent heat waves. The number of product launches featuring ‘electrolyte’ or ‘hydration’ claims has grown over the past five years, reflecting this trend.
Electrolytes—minerals like sodium, potassium, chloride, magnesium, and calcium are vital for regulating body fluids and are found naturally in foods, beverages (such as coconut water), and supplements. Findings from EFSA conclude that a cause and effect relationship has been established between the consumption of carbohydrate-electrolyte solutions and an enhancement of water absorption during exercise. The Panel considers that in order to bear the claim a carbohydrate-electrolyte solution should contain 80-350 kcal/L from carbohydrates, and at least 75 % of the energy should be derived from carbohydrates, and at least 75 % of the energy should be derived from carbohydrates which induce a high glycaemic response, such as glucose, glucose polymers and sucrose. There are 2 authorized claims on carbohydrate-electrolyte solutions within the EU Health claims register.
The hydration era
As global demand for functional hydration continues to surge, the hydration category is evolving beyond traditional sports drinks. This growth is driving the emergence of new product segments and innovative hybrid formulations that blur the lines between hydration, wellness, and performance.
From Gatorade’s electrolyte-enhanced beverages with added caffeine and Celsius’ hydration sticks to Vitamin Well’s sports drinks enriched with vitamins and electrolytes, brands are finding creative ways to meet consumers’ multifaceted needs. At the same time, this expanding market is attracting a wave of new entrants—from startups to celebrities like Lionel Messi, whose Mas+ wellness line exemplifies the trend, leading to intensified competition. As a result, established players are being pushed to differentiate through innovation and targeted marketing strategies. Recent product messaging highlights include Electrolit, a Mexico-based electrolyte beverage promoting “instant hydration,” and Powerade, which claims to deliver 50% more electrolytes than competing brands.
Insights from Nielsen show that claims are driving substantial revenue in the U.S. market, with “Performance Support” generating USD 613.2 million in 2023. This claim typically spans a range of sub-categories aimed at enhancing physical endurance, recovery, or overall athletic performance.
%
of German consumers agree that staying well-hydrated is important for maintaining good health.
%
of UK consumers who have drunk bottled water in the last three months would like to learn more about their hydration needs.
%
of Spanish consumers who have drunk bottled water in the last three months agree that it hydrates them better than other drinks.
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Electrolytes at a glance
Sodium (Na⁺)
Sodium is the main electrolyte present in extracellular fluid. It carries a positive charge and is crucial for maintaining fluid balance, transmitting nerve impulses, and enabling muscle contractions. The normal blood concentration of sodium ranges from 135 to 145 mmol/L. Sodium is commonly consumed in the form of table salt and processed foods.
Potassium (K⁺)
Potassium is the primary electrolyte found inside cells. Like sodium, it carries a single positive charge but has distinct physiological roles. Potassium is essential for the electrical activity of the heart and muscles and helps regulate fluid balance and pH levels within cells. The normal blood potassium level ranges from 3.5 to 5.0 mmol/L. Foods high in potassium include bananas, beans, and citrus fruits.
Calcium (Ca²⁺)
Calcium has a double positive charge and is widely recognised for its role in building strong bones and teeth. Additionally, it plays a crucial role in muscle contractions, nerve transmission, and blood clotting. The normal range for blood calcium levels is approximately 8.5 to 10.5 mg/dL. Good dietary sources of calcium include dairy products and leafy greens.
Magnesium (Mg²⁺)
Magnesium is a divalent cation that supports hundreds of enzymatic functions in the body. It is essential for muscle and nerve function, maintaining a healthy heart rhythm, and supporting the immune system. Normal blood magnesium levels range from 1.7 to 2.2 mg/dL. Good dietary sources include nuts, seeds, whole grains, and green leafy vegetables.
Hydration - linked to health
With rising global temperatures and a growing focus on healthier lifestyles, consumer demand for hydration products is naturally increasing. In fact, 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.
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.
But which sub-categories are emerging within this growing hydration space?
Performance support categories
Trending flavours in Sports and Energy Drinks
Over the past five years, fruit flavours have grown increasingly popular in sports and energy drinks across Latin America, becoming the dominant flavour group. However, citrus fruit flavours have seen a decline during the same period. In contrast, berry and seed flavours have gained prominence in new product launches. Overall, fruit flavours have been the main driver of flavour innovation in both sports and energy drink categories over the past year, with a stronger foothold in the sports drink segment.
Sports and Hydratrion Drink flavours
