The hydration and beverage market has been spotlighted as a growing market for several years now. Literally, all 7.6 billion of us on the planet currently, need to take in liquids to survive each day, the demand is high, and with our demanding “on the go” lifestyles, consumers are increasingly relying on portable, convenient products that make staying hydrated easy.
But although health-conscious consumers are increasingly aware of the importance of hydration to improve cognition, lift mood, and reduce fatigue, studies continue to show that knowing what’s healthy, and doing what’s healthy, are worlds apart. In the U.S., a recent study found that 43% of adults drink less than four cups of water a day. That includes 36% who drink one to three cups, and 7% who drink none.
With nearly half the U.S. drinking well under the 8 oz of water, 8 times a day, commonly suggested, there is a serious need for people to learn to hack their hydration, and find a solution that works for them.
Though apps and high tech water bottles that remind people to drink water work for some, the startup Hydrant is offering a solution by going to the source. As many people don’t find the taste of water to be very enticing and don’t remember to drink until they feel thirsty, Hydrant created a powdered drink mix with a focus on improving taste as well as the benefits gained from every sip.
The drink mix launched it’s IndieGoGo campaign today, November 8th, and already received over half its needed funding in the first 24 hours. Once the campaign is complete on December 7th, the product will be assembled and shipped to backers in the US by March. The mix is scientifically formulated to replenish electrolytes, much like Pedialyte does for kids, but without the heavy syrup flavor or medicinal texture. Alternatively, Hydrant is a balanced hydration mix, high in electrolytes with a small amount of sugar and a light natural flavor. Founded by John Sherwin, a Biological Sciences graduate from Oxford, Hydrant is also backed by an Oxford-based hydration research team.
“One way that we hold our commitment to our customers is by having a team of researchers studying at Oxford University combing the scientific literature on hydration and building our own database of research. With this information we are able to create the perfect mix to provide great flavor while ensuring hydration,” said Sherwin.
The hydration beverage industry is set for big increases in the next few years, with Business Wire predicting the $435.70 million global market will increase to $629.58 million by 2021. It will be interesting to see if startups like Sherwin’s are able to get their products into the market at the right time to offer a competitive alternative to the leading hydration products out there now.