April 18, 2024 – This report examines global trends in hydration beverages and claims, including consumer insights and new product development. Hydration is one of Innova’s Top 10 Trends for 2024. Hydration is the #1 food and beverage function both desired and purchased by consumers. Most products with hydration claims make additional health-related claims and/or contain additional functional ingredients such as vitamins or caffeine.
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