Overview:

The worldwide hydration supplement sector presented revenues of USD 36.0 billion in 2024, with an anticipated value of USD 38.7 billion in 2025. Projections indicate continued expansion at a compound annual growth rate of 7.9% through 2035, forecasting a market size of USD 82.6 billion by the end of the period.

Market expansion is supported by growing consumer understanding of hydration’s importance for daily activity and health. Products range from tablets and powders to liquid forms, catering to diverse users including athletes, gym attendees, and office personnel needing hydration solutions on the go. Market momentum is also fueled by increasing rates of dehydration associated conditions and warmer conditions, particularly impacting older populations.

Consumers are increasingly looking for hydration products that incorporate electrolytes like sodium and potassium, essential vitamins such as C and B-complex, and beneficial plant extracts. Specific preferences favor natural sweeteners, reduced sugar formulas, and transparent labeling.

Furthermore, the concept of functional hydration is extending beyond sports, addressing needs in prenatal care, senior health, occupational performance, and recovery from hangovers.

North America currently holds a significant market share, driven by high participation in fitness activities and advanced wellness programs. The Asia Pacific region is expected to witness the most rapid growth, influenced by rising urbanization, shifts in environment, and increased interest in proactive health measures. Direct-to-consumer brands and online platforms are instrumental in raising awareness and improving access, especially in major cities across China, India, and Southeast Asia.

Key brands such as Unilever’s Liquid I.V., Nestlé Health Science’s Nuun Hydration, SOS Hydration, and DripDrop ORS are influencing the market through new product formats like single-serve sticks, focus on sustainable packaging, and linking products to social causes. They are also positioning hydration within a broader lifestyle context, connecting it to exercise recovery, energy, cognitive function, and immune support.

With the increasing alignment of hydration with personal wellness and targeted nutritional requirements, the market for hydration supplements is set for sustained growth over the subsequent ten years.