US EditionHow America’s Obsession with Staying Hydrated Became a $1.5 Billion Business
- Liquid I.V., launched in 2012 and initially targeting athletes recovering from tough workouts, has become a leading hydration product in the U.S. Market.
- Growing consumer interest in wellness, fueled by social media trends like #WaterTok and increased hydration awareness during Covid, broadened Liquid I.V.'s market beyond athletes.
- The powdered hydration mix category, now valued at $1.5 billion, has seen steady double-digit sales growth, with Liquid I.V. Driving much of this expansion as Unilever's 'power brand'.
- Experts like Mike Keech, Liquid I.V.'s CEO, emphasize science-backed claims and note most consumers are chronically dehydrated, while nutritionists caution that water alone suffices for many with good access.
- The hydration market's growth suggests continued innovation and new entrants, with products expanding beyond sports recovery to general wellness, driven by consumer focus on longevity and immunity.
9 Articles
9 Articles
How America’s obsession with staying hydrated became a $1.5 billion business | News Channel 3-12
By Jordan Valinsky, CNN New York (CNN) — Mike Keech, the CEO of Liquid I.V., thinks you have a problem that you might not even be aware of. “A majority of consumers, Americans and people around the world are chronically dehydrated,” he told CNN. “They just don’t know it.” Even if consumers don’t know if they’re actually suffering from a lack of fluids, they’re still buying electrolyte-filled products like they are. Liquid I.V. has become one of …
How America’s obsession with staying hydrated became a $1.5 billion business
By Jordan Valinsky, CNN New York (CNN) — Mike Keech, the CEO of Liquid I.V., thinks you have a problem that you might not even be aware of. “A majority of consumers, Americans and people around the world are chronically dehydrated,” he told CNN. “They just don’t know it.” Even if consumers don’t know if they’re actually suffering from a lack of fluids, they’re still buying electrolyte-filled products like they are. Liquid I.V. has become one of …
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