Electrolytes are back in fashion
We have seen a real uptick in clients asking us to cut through the incessant swirls of food trends to help them make sense of the changing needs of shoppers. This involves sifting through the noise in a particular category to find the true signal – uncovering what is really going on in the category and position the client for long term success, not short-term flashes in the pan.
The obvious moves in drinks at the moment centre around protein and gut health, where these added benefits are typically grafted onto an ongoing reformulation platform of sugar reduction.
No one is looking at electrolytes, which I believe are the biggest Cinderella category in drinks right now.
Electrolytes first emerged as a cohesive category in the 90s, initially sold as a powder in tubs, capsules and tablets selling through health retails like Boots with significant volumes sold through mail order / fitness magazines. More mainstream ready to drink electrolytes emerged as bottle propositions sold through the multiples. The marketing mix centred around on pack claims about sports performance, usually fronted by a personal endorsement from a prominent sportsperson.
The electrolyte category has been stuck in the sports aisle for decades, marketed mainly at endurance and strength training athletes, more casual gym and wellness users with perhaps the odd marketing dog whistle aimed at hungover students.
This out and out sports framing obscured a far bigger category opportunity which is now clearly starting to come into view. While protein dominates innovation pipelines and fibre and GLP-1 products fill the pages of the latest trend decks, electrolytes are overlooked. Yet uniquely, electrolytes offer the potential to knit all these three platforms together.
From the level of human biology, electrolytes are essential, they help the body regulate itself through helping with fluid balance, nerve signalling and muscle contractions. They include minerals like sodium, potassium, magnesium, chlorideand calcium. The biochemistry is simple – sodium drives water movement, the others support this and various other bodily systems.
On shelf, the formats that dominate include drinks, powders, tablets or sachets usually sold on a hydration claim e.g ready-to-drink isotonics (Lucozade Sport, Powerade), oral rehydration salts (Dioralyte, Pedialyte) and newer and fancier formats of dissolvable tablets, shaped sachets, gummies and drops (Phizz, Humantra, Waterdrop, Liquid I.V.).
As with many emerging areas within food and drink, there is no legal definition for an “electrolyte drink” in the UK/EU. The gold standard is EFSA’s authorised claim for carbohydrate-electrolyte solutions (460–1,150 mg sodium per litre and 80–350 kcal/l from carbohydrate). However, ironically the electrolyte category is growing fastest in areas outside of this definition such as zero sugar powders/tablets which of course cannot therefore meet the calorie target and hence can’tmake the hydration claim. This is one of those regulatory curve balls that crop up from time to time.
Meanwhile, the explosive rise in GLP1 usage by shoppers has led to a similar rise in electrolytes, due to the fact that drugs like Wegovy, Mounjaro and Retarutide squash users thirst impulses as well as their appetites. Shoppers taking GLP1 medications drink less liquids, and the nausea and stomach side effects from GLP1s can deplete much needed fluids and sodium. Some doctors now advise GLP1 patients to take supplemental electrolytes alongside protein.
A recent Kantar study found 24% of US GLP-1 users were already looking for drinks with added electrolytes (BeverageDaily). Future Market Insights puts the GLP-1 hydration segment at $1.2bn in 2026, with a forecast to rise to $5.8bn by 2036. The category truth is that GLP1 users are a rapidly growing shopper group which have a daily medical reason to buy electrolytes. But they are not the only source of future growth.
Electrolytes also fit snugly alongside both the current protein and also the fibre trend as the GLP1 shopper needs protein to retain skeletal muscle and requires fibre for a settled gut. Electrolytes are in large part what makes those RTD blends palatable. In the UK, Cambridge Nutritional Foods recently launched PortionIQ, a St Clements electrolyte drink paired with a 21g protein shake, aimed straight at GLP-1 users. Expect many more launches of electrolyte-plus-protein-plus-fibre formats, with perhaps ginger or probiotics added for the additional stomach benefits.
It’s also fair to say the phase where various western governments demonised salt is fading amongst shoppers since scientists are now arguing about whether the very low sodium targets were ever justified. Of course, data shows most people still eat too much salt (mostly from processed or UPF food), so salt intake does still need to be watched. However, shoppers are less scared of salt on a label than they historically were, which is lowering a significant barrier to shopper participation in the electrolyte category.
More broadly, electrolytes serve growing markets, including older adults for whom older age blunts thirst alongside challenging the kidneys. Use cases also include followers of lower carb / keto style diets where lower insulin increases sodium excretion. Of course, more mainstream usages and occasions include desk hydration, air travel, sauna, “brain fog,” light sports and daily optimisation.
The big names are already alive to this new opportunity in the category. In the US, Gatorade launched unflavoured, electrolyte-infused Gatorade Water in 2024 and Unilever’s Liquid I.V. is now America’s number-one hydration brand. In Europe, Austria’s Waterdrop sells dissolvable Microlyte cubes across the continent, whereas in the UK, Phizz (fizzy 3-in-1 tablets) and Humantra (daily six-electrolyte sachets, sold as “not just for athletes”) seen significant subscriber based growth.
So, how might brands think about the opportunity with electrolytes?
- Think about the deep shopper need, don’t just tick the box for electrolytes. I believe that the largest margin in the category will be found in the electrolytes-plus segment e.g electrolytes sold alongside protein, fibre and micronutrients.
- Truly understand the GLP1 science, mindset and usage arc development pipelines should reflects shopper needs such as low sugar, small servings and being easy on the gut. Our read is that the pharmacy shelf space is wide open in the UK and Europe for the right propositions.
- Reformulate products, being mindful of sugar taxes which effectively incentivise zero-sugar powders and tablets over old-style RTD isotonics.
- Skip the temptation to add a sprinkle of fairy dust! E.g Creatine and BCAAs bolted onto electrolyte drinks are dismissed by most serious formulators and shoppers see through them.
- Be straight with shoppers – they know water can often be enough for most hydration needs, but electrolytes clearly shine in distinct use cases such as those involving sport, heat, travel, illness as well as medication support.
Whilst brands seem obsessed with launching undifferentiated stand alone protein and fibre products, almost under the radar electrolytes have become a platform which has finally come of age.
Electroyltes have been driven by the mass adoption of GLP1s, an increasing aging population and the rise of protein and fibre formulations. Electrolytes, by addressing clear biological needs with innovative formulations have finally broken out of their sports performance framing in a significant way.
If you’d like to explore how electrolytes could add value to your product portfolio and the categories you serve, please drop me a line on hamish@hra-global.com.
