The market for water enhancement products is expected to grow from $2.1 billion this year to $4.3 billion by 2035. Liquid I.V. established itself as a leader in the hydration powder segment through branding that made it ubiquitous across wellness events and music festivals. Since Unilever acquired Liquid I.V. in 2020, the brand has quadrupled its business. Liquid I.V. launched a sugar-free energy version of its flavored powder positioned as a hydration-first energy solution with natural caffeine and no sugar or artificial sweeteners. Research shows liquid drink enhancers lead unit sales growth for Gen Z and rank second for millennials, and 92% of Americans seek hydration, focus, and balanced energy without too much caffeine.
Now, Liquid I.V. is moving beyond just hydration with the launch of a sugar-free energy option of its flavored powder that could help it break into the energy drink market. To counter the abundance of taurine and the increasingly nuclear colors of leading energy drinks, Liquid I.V. touts its newest option as a "hydration-first energy solution" made with natural caffeine-and without sugar or artificial sweeteners.
The market for water enhancement products is expected to grow from $2.1 billion this year to $4.3 billion by 2035. Liquid I.V. has established itself as a leader in the hydration powder segment of this market, thanks to clever branding that's made it ubiquitous everywhere from the wellness crowd to music festivals. Since it was acquired by Unilever in 2020, the brand has quadrupled its business.
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