Trend Alert: A closer look at America’s fascination with low-calorie hydration


Everyone knows that staying hydrated is important but the movement toward flavored waters is one of many hot topics we’re tracking in our 2024 Food & Beverage Trend report. Here’s a closer look at the trend we call “Hydration Inflation.” 


Many consumers are looking for healthier beverages to include in their daily lives and are moving away from sodas and other calorie-laden drinks. For the past two decades, U.S. soda consumption has fallen as consumers ditch sugary soft drinks in favor of lower-calorie or no-calorie options. 

Pepsi’s North American beverage business volume fell by 2% in the first quarter of 2023. The global carbonated soft drink market size is expected to grow at a modest CAGR of 4.7% through 2028.


Nowhere is the flavored water trend more apparent than on TikTok, where #WaterTok was a red hot topic in 2023 and into 2024. The hashtag has more than one billion views, with many people sharing different ways they enjoy their water and showing off their at-home water-flavoring stations. 

In response to the growing emphasis on electrolytes, several beverage companies have been acquiring water brands, creating their own electrolyte-filled products, or partnering with other brands to connect with health-conscious audiences.

Stop by the Trends page of the quench website to learn more about quench’s 2024 Food & Beverage Trends report and to sign up to receive a customized, in-depth presentation of the report for you or your team.

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2024 Food + Beverage Trends

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