One such company is global nutraceutical manufacturer Sirio, which unveiled a new hydration platform at this year’s tradeshow off the back of new market research.
The research revealed that four in 10 (41%) consumers are interested in nutritional supplements that support hydration, with 37% seeking energy-enhancing hydration products and 33% looking for skin health solutions.
“Our market data shows that the demand for hydration solutions is stronger than ever,” Maria Pavlidou, head of brand at Sirio Europe, told NutraIngredients.
“Consumers are concerned about hydration and link it to multiple health benefits, but most supplements on the market focus on drinks and powder formulations, with many offering electrolytes in insufficient doses. We wanted to create something very different and essentially ‘reinvent hydration’, with a particular focus on sports and skin.”
Going beyond powders and RTDs
Sirio therefore launched a platform of shelf-ready hydration concepts, ranging from capsules and gummies to fizzy tablets that do not require water.
The range includes a line of three beauty-hydration supplements known as HydraPearls. The softgel capsule concepts include a range of clinically proven hydration ingredients, from Ovoderm eggshell membrane to hyaluronic acid and aloe vera.
“When we look at skin supplements, hydration is one of the big benefits consumers are looking for,” Pavlidou said. “Perceptions are shifting, and consumers are starting to move away from creams and topical treatments and towards supplements as they understand that hydration actually comes from the inside.”
The sports supplement range consists of two new concepts, combining hydration with energy. The first is a gummy solution marketed as HydraBites, delivering the optimal dose of magnesium for electrolyte balance.
“There are a few hydration gummies on the market, but the issue we wanted to solve related to electrolyte content,” Pavlidou said. “Typically, the electrolyte content in gummies is very low. We wanted to create a gummy that was stable, had a decent electrolyte load and tasted nice.”
Sirio’s FizzyBits make up the final concept in the range, delivering a blend of B vitamins, biotin and folic acid in an instant fizzy tablet.
“FizzyBits are not only convenient for the consumer, but they are also fun,” Pavlidou said. “Supplements are not medication, you take them because you want to do something for yourself, and we thinking taking supplements should be enjoyable.”
Taste and functionality as key consumer priorities
Global ingredient and service solution provider Glanbia Nutritionals also showcased its hydration solution, emphasizing both taste and functionality.
“While priorities shift slightly depending on the specific need, taste consistently stands out as a key driver for consumers seeking hydration,” explained Bill Waltzek, Glanbia’s senior customer marketing manager.
“Powders currently hold the largest market share, thanks to their versatility and concentrated benefits. However, we’re seeing strong growth in other convenient and engaging formats such as liquids, effervescent tablets and chews or gummies, reflecting a broader consumer desire for both functionality and flexibility in how they hydrate.”
Building on this shift in consumer demand, Glanbia exhibited a wide variety of concepts, from hydrating lemon-flavored tea fortified with BCAAs and electrolytes to hydration powders with added immunity benefits.
Gummies and effervescent tablets also featured, including Glanbia’s hydration tablet concept, which incorporates a milk mineral complex to support bone health.
According to Waltzek, these concepts were developed in direct response to the growing demand for ‘functional hydration solutions’ that offer hydration along. with added health benefits.
“Consumers increasingly recognize that proper hydration plays a vital role in both immediate well-being and long-term health,” he said.
“However, they’re no longer looking for basic rehydration alone—they want more from their hydration products. Today’s consumers seek hydration plus added functional benefits, exciting flavor experiences and convenient, innovative formats that fit seamlessly into their lifestyles.”
Combining protein and hydration
Taking a slightly different approach, Denmark-based Arla Food Ingredients showcased a range of whey protein concepts.
The ingredient supplier is focused on incorporating protein into hydration solutions, offering a mix of ready-to-drink and ready-to-mix beverages.
“High-quality protein is one of the most in-demand ingredients in functional beverages,” explained Sarah Meyer, head of sales development, sport and health foods at Arla Foods Ingredients. “Innova research shows that 42% of global consumers now see protein as the most important ingredient and predicts a stronger focus on additional functional ingredients in everyday water products.”
Arla has previously demonstrated that its whey protein isolate Lacprodan SP-9213 can be paired with electrolytes in clear ready-to-drink formulations. This water-like drink aims to unlock new sensory experiences for consumers and reduce the ‘heavy mouthfeel’ associated with traditional protein shakes, according to Meyer.
Arla also presented a ‘better for you’ protein soda concept, providing 10 g of protein per serving and zero sugar, bringing both taste and functionality to the fore.
“Active consumers are looking for products that offer more than one benefit, so beverages that facilitate hydration while providing additional nutrients are perfectly positioned to meet their needs,” Meyer said.
“Using clear whey protein ingredients enables manufacturers to create alternatives that offer water-like refreshment and unlock new flavor possibilities without the taste of protein. This approach may also be particularly attractive to female consumers, who often value the sugar-free and fat-free opportunities that whey protein offers.”
