Water is the essential basis for all biological functions, including making it through the day without a headache.
Similar to sleeping or eating, hydration is a fundamental need. Interestingly, however, it hasn’t always been a central priority.
The last decade has seen concerted efforts from researchers, clinicians and even governments to highlight the value of adequate water consumption and shift the perception of hydration from just quenching thirst to building the habits needed for long-term health.1
These awareness-boosting efforts appear to be paying off as we head into the second half of the 2020s, with 64% of consumers worldwide acknowledging the connection between hydration and wellness.2
But whereas most now recognise its central importance, only about a third feel they are adequately hydrated most or all of the time.2
It’s in this gap between awareness and achievement that nutraceutical brands could find a wellspring of opportunity.
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