Hydration Fuels Mainstream Households

As consumers embrace more active lifestyles, hydration has shifted from a sideline concern to a daily health priority. No longer just about quenching thirst, hydration supplements are positioned at the intersection of sports performance, wellness, and beauty, driving rapid growth across multiple market segments.

According to SPINS data for the 52 weeks ending Apr. 20, 2025, U.S. sales of hydration and electrolyte supplements reached $1.8 billion, up 22% year-over-year (YOY). While sales of traditional sports and rehydration drinks dipped about 1% from a year ago, the segment remains a $11.1 billion staple.

This expansion is fueled in part by growing participation in physical activity. In 2024, 80% of Americans engaged in sports or fitness, the highest rate recorded by the Sports and Fitness Industry Association. That equates to 247.1 million active participants, an increase of 25.4 million since 2019. Core participation, or regular engagement, hit a record 170 million.

“Shoppers are prioritizing holistic and fitness-oriented supplements that enhance performance, provide natural and nutrient-dense options, and support muscle development,” noted Scott Dicker, market insights director at SPINS.

Expanding Beyond the Gym

Hydration products are part of a larger supplement market that includes once-niche ingredients now embraced by mainstream consumers. Creatine, traditionally only part of supplement regimens of serious athletes, has surged 33% over the past year to more than $400 million in sales. Innovative formats such as gummies and ready-to-drink (RTD) beverages are making creatine accessible to new audiences, including everyday consumers and older adults focused on muscle preservation.

Formulation advances, meanwhile, have made it possible to load a gummy with nearly 2 grams of creatine, enabling consumers to reach the recommended 5-gram daily dose with just three gummies. This convenience resonates with aging demographics, including men and post-menopausal women, who may be less inclined to add powders to supplement routines, but are motivated by muscle health benefits.

Innovation in Hydration Delivery

While effervescent tablets remain popular for on-the-go hydration, the market is diversifying. Gummies fortified with electrolytes like magnesium are emerging as the next big trend. Sales of hydration gummies are up 187% YOY, according to SPINS.

Powder sticks, RTD collagen waters, and hybrid products that blend electrolytes with adaptogens or nootropics are also entering the scene.

For the sports-performance segment, brands are moving away from sugar-heavy sports drinks toward clinically dosed electrolyte formulas. These often balance sodium and potassium, add magnesium for muscle function, and use natural sources like coconut water powder for a “cleaner” positioning.

For example, SPINS noted YOY growth in natural ingredients coded for hydration benefit like coconut water (+16%), watermelon juice (+36%), aloe juice/drink (+28%), and pickle juice (+5%).

Beauty + Hydration Boom

While athletic performance remains a core driver, hydration products are also making waves in the beauty space as consumers look for functional solutions to support skin health. The global multi-billion-dollar beauty-from-within market is expanding as oral formulations promise to do what topical creams can’t: hydrate from the inside out. Key ingredients include:

• Hyaluronic Acid (HA): A naturally occurring polysaccharide with high water-binding capacity. Low-molecular-weight oral HA has been shown in clinical studies to improve skin moisture, elasticity, and smoothness within weeks of supplementation.
• Collagen peptides: Hydrolyzed for better absorption, collagen supports dermal structure and hydration. Often paired with vitamin C for collagen synthesis and sometimes with HA for synergistic benefits.
• Ceramides and plant lipids: These support the skin barrier and reduce transepidermal water loss (TEWL), helping retain moisture over time.
• Antioxidants and polyphenols: Ingredients like astaxanthin, green tea extract, and proanthocyanidins are being used to combat oxidative stress, which can compromise skin’s ability to hold moisture.

The appeal is clear. Skin is the body’s largest organ and keeping it hydrated requires more than topical creams. Oral hydration supplements aim to reach deeper dermal layers, improving elasticity and reducing the appearance of fine lines while supporting overall water balance in the body.

Dual-Benefit

Products that straddle performance and beauty such as electrolyte blends with collagen or HA have a unique edge. They appeal to a broad consumer base that sees hydration not just as a workout aid, but as part of an overall lifestyle and self-care regimen. This crossover trend is reflected in brand innovation, with hybrid SKUs appearing in both sports-nutrition and beauty-supplement aisles.

What’s Next?

Looking ahead, expect more multi-benefit formulas that combine hydration actives with muscle-support, immune-health, or cognitive ingredients.

Brands that can offer greater personalization, like hydration solutions tailored to skin type, age, activity level, and more, can offer consumers something unique to them.

Additionally, companies that invest in research to prove efficacy of their formulations can differentiate from commodity products.

Whether the goal is powering through a marathon, maintaining skin glow, or supporting healthy aging, the modern hydration supplement market is moving in new directions to appeal to diverse consumer needs.