The burgeoning market for hydration products, exemplified by brands such as Electrolit and Gatorade Gatorlyte, reflects a significant shift in consumer preference, particularly amongst the Gen Z demographic. This cohort is increasingly gravitating towards healthier and functionally optimised beverages, prompting a surge in the consumption of hydration solutions purported to alleviate hangover symptoms and enhance energy levels.
Sports drinks and Oral Rehydration Solutions (ORS) have been widely utilised for replenishing hydration and electrolytes. However, their formulations often contain elevated sugar levels and artificial additives, rendering them less appealing to health-conscious Gen Z consumers.
The competitive landscape amongst juice manufacturers is intensifying, driven by the rising consumer interest in hydration-centric beverages, and the blurring of boundaries between categories within the beverage industry. The blurring of boundaries, while challenging, is actually enhancing the strategic positioning of juice manufacturers.
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Juice
This category covers all still packaged juice obtained from fruits or vegetables by mechanical processes, reconstituted or fresh, often including pulp or fruit/vegetable puree. All unpackaged juices are excluded. Only still drinks are included here. Carbonated varieties are included non-cola carbonates. Juice-flavoured milk drinks and fruit shakes which are primarily milk are excluded–these are instead tracked in Packaged Foods Dairy. However, if the juice component is greater, the product is to be excluded from Packaged Foods Dairy coverage and tracked under the relevant category (based on % juice content) within Soft Drinks juice. This sector is the aggregation of 100% juice, nectars (25-99% juice content), juice drinks (up to 24% juice content), and coconut & other plant waters.
See all of our definitionsThis report originates from Passport, our Juice research and analysis database.
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