Each fall, Innova Market Insights releases its annual Top 10 Trends for the next, coming year. This eagerly awaited report captures Innova’s 360-degree approach to insights on trends. Innova’s approach incorporates trends monitoring of consumer attitudes and behaviors, product launches, ingredient and flavor innovation, packaging, and category shifts.

In this instance, there are several trends that apply to the growing hydration beverage market. 

Innova’s No.1 trend, “Ingredients and Beyond,” highlights the importance of quality ingredients that help products differentiate themselves from competitors. In beverages, we see that the addition of functional ingredients can elevate a beverage beyond solely hydration. “Precision Wellness,” the No.2 trend for 2025, gives a nod to personalization and the ability of consumers to choose from products—including beverages—that meet their particular nutrition needs. Our #3 trend, “Wildly Inventive,” captures the excitement around flavor mash-ups in foods and beverages. Hydration beverages—whether in seltzers and waters, sports beverages, or functional drinks—are no exception. 

Continuing onward, we see how “Climate Adaptation,” the No.6 trend, demonstrates recognition of climate change and the importance of sustainability in practices, products, and packaging. US hydration trends, with their balance of hydration, functionality, and sustainability, exemplify these Top 10 Trends 2025 and others.

Hydration Plus…

US consumers increasingly are aware of the importance of hydration to health and well-being. Demand is high for beverages with hydration claims, and this helps push the industry toward innovation. As part of a healthy lifestyle, they seek to incorporate food and beverage products that boost energy, support immunity, improve gut health, and benefit brain function. Simply put, US consumers want more than hydration from their beverages; they also want sports nutrition and functional benefits. 

Innova describes the functional beverages category as consisting of sports nutrition drinks, some dairy drinks, and many types of soft drinks. In the US, soft drinks clearly lead the way, accounting for about two-thirds of functional beverage launches. Among soft drinks, energy drinks are the most active subcategory, followed by ready-to-drink sports beverages, functional flavored bottled waters, and carbonates.

Functional beverages can incorporate a number of benefits, including, in alphabetical order, added calcium or iron, anti-aging and aging well, antioxidants, bone health, brain health, CBD, digestive and gut health, energy and alertness, eye health, heart health, immune health, joint health, omega-3, oral health, prebiotic, probiotic, protein, skin health, vitamin and mineral fortified, and weight management. 

Antioxidants, energy, immunity, and protein are the leading claims globally and we seeing growth, in particular, in energy and immune health claims. The US over-indexes compared to global launch numbers for brain health, energy, immunity, and protein claims; and under-indexes for claims regarding vitamin and mineral fortification.

In 2024, Innova tracked a shift in the US hydration beverage marketplace toward rapid hydration through readily absorbed electrolyte drinks. These hydration beverages particularly appeal to athletes and fitness enthusiasts for consumption during or after their workouts to help prevent dehydration and maintain electrolyte levels. Alkaline water with a controlled pH was popularized several years ago to enhance water absorption and improve overall health. Since then, US launch numbers have been stable. 

Energy drinks appeal to US consumers. While some beverages contain classic energy ingredients such as caffeine and sugar, others feature alternate energy-providing ingredients such as green coffee bean extract, green tea extract, ginseng, and guarana. Processors also tout organic caffeine and caffeine “from natural sources.” Consumer sentiment against added sugar is helping catalyze innovation in reduced sugar and sugar-free hydration beverages. 

On the flip side of energy we find some hydration drinks talking about relaxation benefits. Even so, US hydration product launches with CBD for relaxation and stress relief have been declining during the past several years. 

Hydration product launches with electrolytes and electrolyte claims are on the rise in the US. These beverages often are marketed as electrolyte drinks, with added electrolytes that can include a combination of sodium, potassium, calcium, magnesium, and chloride. Associated claims include hydration, muscle contraction, metabolism, fluid management, thirst regulation, prevention of dehydration, and physical performance support. 

Several other functional claims often are incorporated into hydration beverages. Immune health claims gained prominence during the pandemic and continue to be featured in many new hydration products. The mineral zinc has long been associated with immunity. Brain health and mental health are highly desirable among today’s stressed consumers. 

Innova is monitoring the addition of ingredients such as L-theanine and the adaptogens lion’s mane mushroom, chaga, and ashwagandha. Gut and digestive health benefits have been aided by the increased availability of prebiotic ingredients, which are soluble fibers that are readily incorporated into beverages. Prebiotic sodas and kombucha beverages are popular in the US.   

Flavor Fun

As highlighted in one of Innova’s Top 10 Trends, “Wildly Inventive,” unique flavors and flavor combinations are important in hydration products. Flavors can attract new consumers and help keep current customer-consumers excited about new launches. At the end of the day, nearly all consumers are interested healthier beverages that also taste good, stand out in a crowded market, and represent an update from traditional favorites. 

Innova monitors consumer sentiment regarding flavors and flavor fusion through robust news and social media tracking and analysis. We examine the key social media platforms—including X, Facebook, Pinterest, Instagram, TikTok—for engagement, impressions, mentions and trends in mentions, reach, sentiment, unique users, and views. 

Flavor-related hashtags we evaluated for flavor trends include #flavors, #fusionflavors, #nostalgicflavors, #flavorsfusion, #flavorsinnovation, #uniqueflavors, #innovationinflavors, #flavorscombination, and #flavormixbeverages. We merge these observations with product information, company news, industry press releases, news articles, and scientific publications.

US and Canadian consumers tell us that flavor has become a more important consideration in recent months. During the past five years, we’ve seen upticks in consumer interest in unique flavor combinations, beginning in the early pandemic years. When we asked North American consumers which flavor aspects most influence their food and beverage choices, about one-third said new, unique, or different flavors. 

Consumers participating in Innova surveys say they are most likely to experiment with coffee flavors. On the product innovation side, we see popular flavor fusions incorporating berries, combining tropical flavors, or mixing ginger plus citrus. We also see increased use of global spice and seed flavors in beverage launches in the US. By combining functional ingredients with appealing flavors and then utilizing effective marketing strategies, including social media, brands can create a strong demand for their hydration beverage products. 

More Considerations: Plant Based, Convenience?

Hydration beverages, like other food and beverage subcategories, often contain and showcase plant-based ingredients. The number of launches of hydration drinks with a plant-based claim more than doubled between 2019 and 2020 and has remained stable since. Consumer support for plant-based products, including beverages, aligns with their desire for healthy, natural, and sustainable choices.  

Consumers increasingly are conscious of the environmental impact of their food and beverage choices. In addition to plant-based, related hydration product launches can feature claims about sustainable ingredients and eco-friendly packaging. 

Speaking of packaging, convenience is a key factor for US consumers, who increasingly seek hydration options they can easily take with them throughout the day. This is reflected in formats such as single-serve pouches and convenient packaging formats such as powders that are easier and lighter to take on-the-go than are bottled drinks. 

Functional Future

The hydration landscape in the US is evolving rapidly, with consumers seeking more than just basic replenishment of fluids. Functional ingredients, innovative flavor combinations, and plant-based alternatives exemplify the types of innovation in the marketplace. As US consumers continue to make health and well-being a priority, they may demand even more functional and personalized health benefits in their hydration drinks. 

Technology is likely to impact the evolution of hydration beverages. Brands use digital platforms and technologies, including AI, to create unique experiences for existing and potential consumers. For manufacturers, AI can aid in developing new flavors, creating exciting flavor combinations, conceiving of limited editions, and optimizing added nutrients while maintaining taste. Events, celebrities, influencers, and metaverse experiences add engagement opportunities. 

As the market continues to evolve, Innova expects to see even more exciting and innovative hydration products emerge in 2025 and beyond.