Consumer interest in hydration is on the rise — driven by a post-COVID focus on wellness, greater awareness of the wide-ranging benefits of hydration, and growing trust in functional drinks. From mental performance to productivity and energy, hydration is now seen as essential to a healthy lifestyle. This presentation dives into the latest hydration trends, spotlighting how brands worldwide are responding. We’ll explore the surge in electrolyte-enhanced drinks, the role of sugar in hydration, and category blurring trends. If you’re in the non-alcoholic beverage space, this session is not to be missed.

Meet the Presenter
Alex Beckett
Mintel Food & Drink Senior Director
Alex regularly presents consumer and innovation insights to the world’s biggest soft drink companies. He writes about cutting-edge opportunities within waters, sports & energy drinks and also provides input for the annual food & drink trends. Additionally, Alex manages the creation of Mintel’s hugely popular Food & Drink Year of Innovation reports.