Thirsty for new ways to drink water.
I n today’s world, water isn’t just necessary for hydration—it’s a lifestyle. To make water consumption more interesting, consumers are turning to fun flavours and other tasty enhancements, and operators can capitalize on this hydration movement by stacking up their water selection with refreshing and delicious options.
The trendless benefits
Worldwide, an increasing number of health-conscious consumers are turning to water as a wellness resource.1 Good hydration habits are increasingly touted as the key to health, beauty, and mental clarity. Because of this, consumers—particularly Millennial and Gen Z consumers— are more obsessed with drinking water than ever.2
Consumers are pursuing a healthier lifestyle to both feel and age well—utilizing various methods to maintain their health, with hydration being the top health action for two-thirds of North American consumers.3 Water plays a critical role in many of our body’s functions, including bringing nutrients to cells, getting rid of waste, protecting joints and organs, and maintaining body temperature. Optimal hydration can also help with brain function, improve athletic performance, keep skin supple, and support weight loss.4
Did you know?
Water accounts for roughly 55-60% of an adult’s body weight and is an essential nutrient for every cell, muscle, and organ.
Feeling dehydrated? It’s likely you should up your water intake.
A Canadian Hydration Awareness survey revealed that 63% of respondents reported feeling regularly dehydrated. Younger Canadians ranked highest in feeling dehydrated, with Gen Z (77%) and Millennials (74%) identifying they feel dehydrated at least weekly.5
#WaterTok
Many consumers looking to take out sugary drinks like juice and soda are searching for ways to make water consumption more exciting and flavourful.
Platforms like TikTok have trends such as #WaterTok, which promotes interesting ways to drink water, especially for those who find plain water boring.
As of March 18th, 2024, #WaterTok had 1.2 billion views. #WaterTok videos often feature influencers filling up large cups with ice and water, and then creating an elixir by adding different flavourings in the pursuit of drinking more water throughout the day. Many #WaterTok influencers have setups akin to a bartender or barista, with racks of sugar-free syrup pumps and flavour packets. These hydration enthusiasts specialize in turning enormous tumblers of H20 into flavours like Peach Ring, Cotton Candy Watermelon, and Strawberry Shortcake.6
While #WaterTok was quick to go viral in the US, the trend was slower to go viral in Canada. One Canadian TikTok user, @heyitsnihaa lamented the struggle to find the flavoured packets that make up many of the online water recipes posted by US users. Still, the trend is slowly but surely taking off, with some Canadian users posting recipes under #CanadianWaterTok. While the flavourings are typically zero-calorie and sugar-free, #WaterTok’s popularity and the vibrant colour and sweetness of the drinks have caused people to wonder where to draw the line between water and juice. However, as long as the sugar substitutes in these flavourings are consumed in moderation, flavoured water can be a great way to improve hydration.7
Stock your beverage fridge with flavour
For operators wanting to offer a more convenient way to make hydration delicious, PepsiCo has a variety of sparkling water options in refreshing flavours. For consumers who want to hydrate but have heightened taste expectations, operators can serve bubly—a sparkling water that comes in a variety of flavours with no extra added calories or sweeteners.
Another great sparkling selection is Montellier Mineral Water premium water drawn from a pure spring in Quebec and available in lime, lemon, clementine, and grapefruit. And finally, Propel is an excellent flavoured option that contains vitamins B, C, & E, and electrolytes—perfect for hydrating after a workout.
Make effective hydration accessible
For consumers looking to hydrate more effectively, premium waters can be a handy tool to boost their hydration game—perfect for active consumers who want to replenish and recover.
Evian Water offers a crisp, deliciously clean, refreshing taste that cuts right to hydration. Originating from the French Alps, it’s been naturally filtered to preserve purity and minerals. Another enhanced water in the PepsiCo portfolio is ARTO LIFEWTR—premium water with a perfectly balanced PH, electrolytes for pure taste, and a 7-step filtration process.
With help from PepsiCo Partners, operators can provide the flavourful and functional options consumers crave to support healthy hydration.
Sources
1 Food & Beverage Insider, Functional waters rise as consumers seek enhanced wellness, May 2024
2 Quilt.AI, Gen Z and Millennials Are Obsessed with Water: Here’s What They’re Drinking, October 2023
3 Innova Market Insights, Exploring the Rise of Holistic Health Trends in the US and Canada, 2023
4 Business Insider, 7 science-backed benefits of drinking water — and how much water you should drink each day, December 2020.
5 PR Newswire, New Liquid I.V. survey reveals most Canadians are regularly dehydrated, especially in winter months, January 2024
6 Bon Appetit, The New ‘Water Recipe’ Trend Is a No From Me, Sorry, April 2023
7 Forbes, Divisive TikTok Trend ‘WaterTok’: Why Some Experts Warn Against It And Others Encourage It, April 2023
