Hydration has become one of the nutraceutical sector's most commercially significant categories.
Hydration and electrolyte supplements grew 28.9% to approximately $1.7bn in US sales during the past year alone. The global picture is just as striking: the hydration supplement market is valued at around $41.8bn in 2026 and is forecast to reach $89.4bn by 2036, at a CAGR of 7.9%.
What's driving that growth is no longer just sports performance — everyday wellness hydration is projected to be the fastest-growing application segment, as consumers reposition electrolyte products as part of preventive health routines.
Against that backdrop, the science underpinning these products is coming under growing scrutiny. Consumers and industry stakeholders alike are asking not just whether a product hydrates, but how (and in whom) it's been tested.
New research presented by Liquid I.V. at the Canadian Nutrition Society Conference adds an interesting dimension to that discussion.
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