Demand for rehydration products is increasing, with three in four Australians reporting they often experience dehydration. This trend is prompting brands to introduce healthier, more convenient options. Liquid I.V. and LVL UP are among the companies responding quickly, launching electrolyte-infused drinks aimed at young wellness-driven consumers.
As Australians move away from sugary sports drinks, hydration products are flooding retail shelves. Liquid I.V., owned by Unilever, is leading the push and claims to be the fastest-growing brand in the category. It reports 100% growth in hydration sales through outlets like Chemist Warehouse. Earlier this year, the company introduced a sugar-free electrolyte powder, joining a fast-growing segment already seeing more than 30% growth.
The sugar-free range aims to address two main concerns from consumers - sugar content and taste. Brands have found that younger buyers, especially millennials and Gen Z, prefer products with no added sugar. In response, Liquid I.V. is focusing on health while still delivering appealing flavours. Their single-serve sachets are built for on-the-go convenience and fit into active schedules, from gym visits to summer holidays.
Melbourne-based brand LVL UP has entered the ready-to-drink market with 330ml electrolyte cans. It targets a niche between plain water and traditional sports drinks, offering a functional hydration solution that doesn't sacrifice flavour. These canned drinks are now reaching consumers through Chemist Warehouse and convenience outlets.
To reach their target audiences, hydration brands are focusing efforts on popular summer destinations including gyms, music festivals and beaches such as Bondi. LVL UP is building on digital campaigns and in-person events in city locations while Liquid I.V. connects its products with sport, outdoor performance and adventure.
With the global wellness industry on track to reach a $6 trillion valuation, Australia's hydration sector is gaining momentum with no sign of slowing. As young consumers continue to prioritise health and lifestyle, rehydration drinks may become a staple for the summer season.
