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Surge in children's hydration market driven by underhydration concerns and celebrity endorsements

The children’s hydration market has seen a dramatic increase in sales, rising by 1,179% year-over-year, according to a new report from market research firm SPINS. This surge is being driven by two main factors: growing concerns about underhydration in children and the rise of hydration products tailored to younger consumers. Brands are responding with innovative, celebrity-backed products and alternatives that appeal to both children and their parents.

Increased underhydration awareness

Hydration is essential for children’s cognitive function, physical performance, and overall health. Yet, many children are not drinking enough water. A survey conducted by Talker News in the US in August this year found that seven in ten parents feel guilty that their child isn’t adequately hydrated, with 43% stressing over how to ensure their child drinks enough water, particularly during the summer months. Almost the same proportion (39%) of parents turn to water enhancers or flavours as a hydration aide.

Despite parents’ best efforts, the survey revealed that children tend to drink less water during the summer than in other months. On average, kids consume 4.6 glasses of water per day during the summer, compared to five glasses during the rest of the year. This discrepancy highlights a growing concern: while hydration is crucial year-round, it becomes even more important during periods of increased physical activity and higher temperatures.

This trend is further supported by research from 2020, which revealed that about 40% of the US population, including children, meets the National Academy of Medicine’s fluid intake recommendations. The health consequences of underhydration, particularly for children, are prompting parents to seek out more accessible hydration options. An example highlighted by SPINS in their report is Liquid IV’s Hydration Multiplier for Kids, the first children’s product offered by the hydration brand. The ready-to-drink packets are formulated to enhance hydration with 50% less sugar than the adult version.

Rise of celebrity-endorsed hydration products

The growing popularity of hydration products targeted specifically at teenagers and children is also driving market growth. Brands like Prime Hydration, co-founded by YouTubers Logan Paul and KSI, have capitalised on the influence of social media and celebrity endorsements. Prime Hydration has quickly become a favourite among teenagers, thanks to a strong online presence and partnerships with popular platforms like Fortnite. While the drink markets itself as a solution to "refresh, replenish, and refuel," health experts caution that sports drinks are often unnecessary for children.

This trend extends beyond sports drinks, as energy drinks increasingly target younger demographics through gaming culture and social media. Brands such as G FUEL and Rogue Energy are marketing drinks aimed at enhancing gaming performance, featuring ingredients like nootropics and vitamins. These energy drinks are promoted through collaborations with gaming influencers, who shape the beverage preferences of younger consumers, further driving demand in this category. However, there are growing concerns about the health impact of these drinks, as studies have found that nearly one-third of teens regularly consume energy drinks.

Dr. Christina Johns, a board-certified paediatrician, says that while it is not unsafe to consume Prime Hydration occasionally, parents should focus on ensuring that water remains the primary source of hydration for their children. This sentiment is echoed by other nutrition experts who warn that sports drinks designed for adult athletes may not be necessary or beneficial for most children, particularly when it comes to their daily hydration needs.

Innovation in hydration formats and ingredients

Beyond celebrity-backed products, the children's hydration market is also seeing innovation in product formats and healthier alternatives. According to the SPINS report, hydration powders and gummies are experiencing rapid growth due to their convenience and appeal to parents looking for portable, kid-friendly options. Additionally, natural alternatives like coconut water and plant-based beverages are gaining traction as consumers look for healthier, lower-sugar hydration options.

Traditional sports and rehydration drinks remain popular but are being outpaced by these newer formats. There is a strong focus on low-sugar options, with products in the 0.5 to <5g sugar range seeing the fastest growth. This reflects a wider trend towards reducing sugar in children’s diets, especially in hydration products where healthier alternatives are increasingly favoured.