Hydration category gains popularity for active lifestyles and beyond

By Danielle Masterson

- Last updated on GMT

Related tags Gnc Sports & Active Nutrition Summit USA active nutrition hydration functional beverage Skin

As functional beverages continue to trend, hydration is one area GNC’s Ken Huntly said we should be watching.

During ‘The Modern Sports Nutrition Consumer’ panel at the Sports and Active Nutrition Summit​ in San Diego, one key trend that our experts highlighted was hydration. Traditionally seen as a product for athletes, hydration is making its way into a variety of categories as brands position the offering beyond sports nutrition.

“Hydration is one of those categories that for a long time, was really focused on a handful of brands. Over the last couple years, we’ve seen tons of entries from a brand and product standpoint into that space focus on not just hydration in the sense of sports nutrition, but hydration in the sense of a multitude of end uses and benefits that are associated with being well-hydrated. So it's really grown exponentially in terms of the number of brands, the number of products and the end-use benefits of those products related to hydration and what they're targeted to solve for,” explained Ken Huntly, Senior Director of Merchandising, GNC.

The active nutrition market now captures a wide range of consumer demographics, and Huntly said hydration is resonating with multiple groups by spilling over to categories such as beauty.

“The other areas we’re seeing hydration really go into is things like skin health, you know, the beauty space as it relates to hydration and the effects that proper hydration has on your skin. And it's not just about replenishing your electrolytes after a hard day at the gym or a hard day on the field–it's really broaching a lot of different categories and spaces within a consumer’s lifestyle,” said Huntly.

Related news

Show more

Related products

show more

A Taste of Metabolic Health

A Taste of Metabolic Health

ADM | 21-Mar-2023 | Case Study

Are you ready to transform the way consumers support their metabolic health? Our latest case study featuring ADM’s propriety, awarding winning strain Bifidobacterium...

Standard-Form & Functionally Optimized Nutrients

Standard-Form & Functionally Optimized Nutrients

Glanbia Nutritionals | 09-Mar-2023 | Product Brochure

Whether you’re looking to source the standard form of a nutrient or need a version that performs at its best in your product application, we have a robust...

How to soothe pet with natural ingredients

How to soothe pet with natural ingredients

Ingredia SA | 06-Mar-2023 | Product Presentation

Stress rises for your pet, which may lead to destructive behaviors, barking, accidents in the house, skin, or gastrointestinal problems.

Related suppliers

Follow us


View more