Demand for beverages that refuel and rehydrate are on the rise

As the climate changes, the world is experiencing longer and more intense periods of heat. This isn’t a distant concern, but an immediate reality with rising global temperatures making hotter days and nights more common. Consequently, how consumers live and function is evolving, including the need for effective hydration.

The impact of rising temperatures

Increased temperatures bring a heightened risk of dehydration and heat-related illnesses such as heat cramps, heat exhaustion and heatstroke. Hydration, therefore, becomes crucial not only for comfort, but also for health and safety. While water has always been the go-to for staying hydrated, the demand for beverages that both rehydrate and refuel in various situations is likely to rise.

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Traditionally, sports drinks have stood out in the hydration market, known for their association with high-energy activities and athletic performance. As people age, however, they become more aware of the importance of hydration for their overall health. This awareness opens opportunities for a broader range of hydration products that cater to different needs and occasions. This growing awareness suggests the concept of hydration will increasingly be linked to general well-being and extend athletic performance.

Beyond beverages, there’s also opportunity for food to diversify to meet changing needs related to rising temperatures. For instance, soups are typically associated with colder weather, offering warmth and comfort; however, with summer heatwaves potentially extending into the fall, there is room for innovation. Companies could develop and promote chilled soups such as gazpacho or vichyssoise, which still provide the comfort of traditional soups while being suitable for warmer climates.

Retail and brand strategies

For retailers, the challenge is to expand the notion of hydration to help consumers cope with warmer temperatures. During Canada’s hottest months, retailers could set up dedicated sections that offer products to help shoppers stay cool. These sections could include a variety of drinks, refreshing snacks such as frozen treats and even skincare products. 

Food and drink brands have multiple opportunities to capitalize on this trend by offering everyday drinks enriched with electrolytes. These beverages can be both functional and enjoyable. Different hydration needs can be met with tailored drink offerings, such as those designed for everyday health, recovery from illness or hangovers, and even lightly-sweetened options for school-aged children.