"Fuelled by the rise of fitness culture, new research findings and environmental factors, hydration has emerged as a star focus across product development. Its impact spans energy, cognition, mood and even skin health - making it a prime catalyst for innovation. New rehydrating launches are packed with electrolytes, minerals and salts designed to replenish and restore. Some forward-thinking retailers are harnessing this phenomenon already."
"Meanwhile, magnesium - the most searched term on British health and wellness retailer Holland & Barrett's website last year (The Wellness Trends Report, 2024) - is essential for balancing electrolytes and supporting mental and muscular relaxation. Recognising its commercial potential, US chemical company Lubrizol has introduced Magshape microcapsules: a fast melt powdered nutraceutical delivering 250mg of magnesium in a palatable format. Magnesium's rise is set to accelerate further as consumers become more familiar with its benefits."
Hydration is driving product innovation across beverages and nutraceuticals, with formulations that target energy, cognition, mood, skin health and recovery. New launches emphasize electrolytes, minerals, salts and functional ingredients such as B-complex vitamins and green coffee extract to deliver rapid replenishment and focus. Retail forecasts predict hydration-led trends including electrolyte popsicles, sparkling coconut water, chlorophyll water and protein water. Magnesium demand is rising for electrolyte balance and relaxation, prompting ingredients like Lubrizol's Magshape microcapsules that deliver 250mg in a fast-melt powder. Brands are also experimenting with electrolyte-infused alcohol and natural bases such as organic maple water for sugar-free hydration.
Read at Food & Beverage Magazine
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