By Sean Moloughney, Editor09.03.24
The global market for green powder supplements was $282.1 million in 2021, according to a report from Business Research Insights, which projected the category will reach $991 million by 2031 on a 13.4% CAGR.
What’s driving interest in these ready-to-mix green products that often contain vitamins, minerals, antioxidants, and other important nutrients to boost energy, immune function, and digestive health?
Consumer demand for health and wellness products that align with their hectic lifestyles continues to propel the dietary supplement market overall.
“The market has witnessed a surge in demand as health-conscious consumers seek convenient and efficient ways to incorporate a diverse range of nutrient-dense greens into their diets,” the report stated. “Green powders are often marketed as a convenient solution for those looking to boost their overall health, increase energy levels, and support immune function.”
Often featuring nutrient-dense green ingredients like spirulina, chlorella, wheatgrass, barley grass, kale, spinach, and other vegetables, the range of products today offer consumers a slew of options. While formulations may be distinct, standing out in a crowd can be a challenge for brands.
Amazing Grass’ Original Greens Blend Superfood combines 14 fruits, veggies, and greens into one scoop. “We mixed and matched some of nature’s most amazing ingredients to create a blend that nurtures your needs — a good source of fiber and vitamin C and an excellent way to get your vitamin K.”
The company’s Greens Blend lineup also includes Immunity in Tangerine and Elderberry flavors, Superfood Berry, Superfood Chocolate, Detox & Digest, Antioxidant Sweet Berry, and Energy Lemon-Lime varieties.
Part of Glanbia Performance Nutrition, Amazing Grass introduced Greens Blend Mood in Passionfruit Citrus flavor this year. The product features 200 mg of L-theanine and 1 billion CFU of probiotics.
“As consumers look for new ways to manage daily life stresses, we wanted to provide a solution that helps our consumers feel amazing every day with the launch of Greens Blend Mood,” said Amazing Grass Brand Director Erica Morris. “Amazing Grass Mood supports a healthy gut, soothes the mind, and offers stress support, all offered in a delicious Passionfruit Citrus flavor we know people will love.”
With endorsements from influencers like Dr. Andrew Huberman and ultra-endurance athlete Rich Roll, Athletic Greens’ AG1 has developed into a market leader.
The brand says its signature foundational nutrition supplement “is much more than greens. It’s your daily, drinkable scoop of vitamins, minerals, probiotics, and whole food sourced ingredients in one. Validated by research and formulated for you, AG1 helps your whole body, brain, and gut health thrive.”
With one scoop, once a day, AG1 is designed to replace multiple supplements by covering nutritional gaps with a comprehensive blend of nutrients, according to the company. “Simply put, it’s a way to invest in your health now and in the long run,” the company says.
The company also highlights its rigorous quality standards, testing for heavy metals and various pesticides and herbicides. The product is NSF-Certified for Sport, which validates AG1 is free from over 280 substances banned in professional sports organizations, and ensures that what you get in AG1 is what’s listed on the label.
The global electrolyte hydration drinks market was valued at $1.72 billion in 2023, according to Data Bridge Market Research, and is projected to reach $3.26 billion by 2031.
Hydration drinks are designed to help restore the body’s electrolyte balance by providing essential minerals such as sodium, potassium, and chloride, which help maintain proper bodily function. They are particularly beneficial for vulnerable populations, including infants, the elderly, and patients with chronic ailments who may be at risk of dehydration-related complications. However, the adoption of hydration supplements and ready-to-drink products has extended to a mainstream audience.
“North America dominates the electrolyte hydration drinks market, driven by increased consumption of ready-to-drink beverages and a surge in demand for functional drinks worldwide,” according to the report. “This growth is fueled by rising health consciousness among consumers and a growing interest in beverages that offer immune system support. Electrolyte mixes are in high demand due to their perceived health benefits and promotion of an active lifestyle. As consumers prioritize wellness and seek products that align with their health goals, electrolyte hydration drinks emerge as a popular choice, catering to a diverse range of needs and preferences in the beverage market.”
“Hydration in particular is top of mind for consumers right now,” noted Addison Cain, beauty strategy and innovation manager, at Spate. “The topic of ‘Hydration Drinks’ is up +4.3% since last year on Google search and is considered a sustained riser (it has sustained growth behavior in the last 2-3 years).” Hydration is also up +4.2% since last year on TikTok.
Meanwhile Google searches for “Electrolyte Drinks” are up +17.9% since last year, and TikTok views are up +715.5%. “Top concerns and benefits associated with electrolytes and hydration, however, are mostly associated with health (rather) than visual appearance,” said Cain.
Still, consumer interest for these supplements is clear.
Drink LMNT, Inc., known for its electrolyte drink mix, recently introduced LMNT Sparkling ready-to-drink cans that contain 1,000 mg of sodium, 200 mg of potassium, and 60 mg of magnesium. The new drinks are available in Black Cherry Lime, Grapefruit Salt, Citrus Salt, and Watermelon Salt.
According to IRI data, Nuun Hydration, a brand from Nestlé Health Science, is the #1 electrolyte tablet brand in the U.S. This summer, Nuun Hydration celebrated its 20th birthday with surprise fitness experiences in Chicago dubbed “Nuun Unexpectercise.”
“Nuun is the go-to hydration brand for those living a fun and active lifestyle, so we wanted to give consumers an unforgettable experience that truly embodied the brand,” said Chris Brody, senior director of brand marketing for Nuun. “We’re thrilled by the incredible response Unexpectercise generated and the connections we made in-person and online from our fans around the country and in Chicago. And, we’re just getting warmed up. Over the coming year, there will be more Nuun experiences that create unexpected fun and sweat, so make sure to stay hydrated so you’ll be ready for anything.”
In May, Liquid I.V., the number one powdered hydration brand in America that was acquired by Unilever in 2020, revealed a brand refresh and campaign called “Tear. Pour. Live. More.” This marks the company’s first brand refresh since its inception in 2012.
“Launching this brand refresh marks a watershed moment in Liquid I.V.’s evolution and kicks off the next chapter of growth and innovation for our company,” said CEO Mike Keech. “The new look and feel reflects our passion to help everyone live healthier, more fulfilling lives through our innovative solutions that turn ordinary water into extraordinary hydration.”
What’s driving interest in these ready-to-mix green products that often contain vitamins, minerals, antioxidants, and other important nutrients to boost energy, immune function, and digestive health?
Consumer demand for health and wellness products that align with their hectic lifestyles continues to propel the dietary supplement market overall.
“The market has witnessed a surge in demand as health-conscious consumers seek convenient and efficient ways to incorporate a diverse range of nutrient-dense greens into their diets,” the report stated. “Green powders are often marketed as a convenient solution for those looking to boost their overall health, increase energy levels, and support immune function.”
Often featuring nutrient-dense green ingredients like spirulina, chlorella, wheatgrass, barley grass, kale, spinach, and other vegetables, the range of products today offer consumers a slew of options. While formulations may be distinct, standing out in a crowd can be a challenge for brands.
Amazing Grass’ Original Greens Blend Superfood combines 14 fruits, veggies, and greens into one scoop. “We mixed and matched some of nature’s most amazing ingredients to create a blend that nurtures your needs — a good source of fiber and vitamin C and an excellent way to get your vitamin K.”
Amazing Grass Greens Blend Mood features 200 mg of L-theanine and 1 billion CFU of probiotics.
The company’s Greens Blend lineup also includes Immunity in Tangerine and Elderberry flavors, Superfood Berry, Superfood Chocolate, Detox & Digest, Antioxidant Sweet Berry, and Energy Lemon-Lime varieties.
Part of Glanbia Performance Nutrition, Amazing Grass introduced Greens Blend Mood in Passionfruit Citrus flavor this year. The product features 200 mg of L-theanine and 1 billion CFU of probiotics.
“As consumers look for new ways to manage daily life stresses, we wanted to provide a solution that helps our consumers feel amazing every day with the launch of Greens Blend Mood,” said Amazing Grass Brand Director Erica Morris. “Amazing Grass Mood supports a healthy gut, soothes the mind, and offers stress support, all offered in a delicious Passionfruit Citrus flavor we know people will love.”
With endorsements from influencers like Dr. Andrew Huberman and ultra-endurance athlete Rich Roll, Athletic Greens’ AG1 has developed into a market leader.
The brand says its signature foundational nutrition supplement “is much more than greens. It’s your daily, drinkable scoop of vitamins, minerals, probiotics, and whole food sourced ingredients in one. Validated by research and formulated for you, AG1 helps your whole body, brain, and gut health thrive.”
With one scoop, once a day, AG1 is designed to replace multiple supplements by covering nutritional gaps with a comprehensive blend of nutrients, according to the company. “Simply put, it’s a way to invest in your health now and in the long run,” the company says.
The company also highlights its rigorous quality standards, testing for heavy metals and various pesticides and herbicides. The product is NSF-Certified for Sport, which validates AG1 is free from over 280 substances banned in professional sports organizations, and ensures that what you get in AG1 is what’s listed on the label.
Hydration and Electrolytes: Hot to Go!
Hydration supplements in the form of powders, effervescent tablets, liquids and more have gone mainstream in recent years, continuing to attract consumers of all ages and needs.The global electrolyte hydration drinks market was valued at $1.72 billion in 2023, according to Data Bridge Market Research, and is projected to reach $3.26 billion by 2031.
Hydration drinks are designed to help restore the body’s electrolyte balance by providing essential minerals such as sodium, potassium, and chloride, which help maintain proper bodily function. They are particularly beneficial for vulnerable populations, including infants, the elderly, and patients with chronic ailments who may be at risk of dehydration-related complications. However, the adoption of hydration supplements and ready-to-drink products has extended to a mainstream audience.
With one scoop, once a day, AG1 is designed to replace multiple supplements by covering nutritional gaps with a comprehensive blend of nutrients.
“North America dominates the electrolyte hydration drinks market, driven by increased consumption of ready-to-drink beverages and a surge in demand for functional drinks worldwide,” according to the report. “This growth is fueled by rising health consciousness among consumers and a growing interest in beverages that offer immune system support. Electrolyte mixes are in high demand due to their perceived health benefits and promotion of an active lifestyle. As consumers prioritize wellness and seek products that align with their health goals, electrolyte hydration drinks emerge as a popular choice, catering to a diverse range of needs and preferences in the beverage market.”
“Hydration in particular is top of mind for consumers right now,” noted Addison Cain, beauty strategy and innovation manager, at Spate. “The topic of ‘Hydration Drinks’ is up +4.3% since last year on Google search and is considered a sustained riser (it has sustained growth behavior in the last 2-3 years).” Hydration is also up +4.2% since last year on TikTok.
Meanwhile Google searches for “Electrolyte Drinks” are up +17.9% since last year, and TikTok views are up +715.5%. “Top concerns and benefits associated with electrolytes and hydration, however, are mostly associated with health (rather) than visual appearance,” said Cain.
Still, consumer interest for these supplements is clear.
Drink LMNT, Inc., known for its electrolyte drink mix, recently introduced LMNT Sparkling ready-to-drink cans that contain 1,000 mg of sodium, 200 mg of potassium, and 60 mg of magnesium. The new drinks are available in Black Cherry Lime, Grapefruit Salt, Citrus Salt, and Watermelon Salt.
According to IRI data, Nuun Hydration, a brand from Nestlé Health Science, is the #1 electrolyte tablet brand in the U.S. This summer, Nuun Hydration celebrated its 20th birthday with surprise fitness experiences in Chicago dubbed “Nuun Unexpectercise.”
LMNT Sparkling ready-to-drink cans contain 1,000 mg of sodium, 200 mg of potassium, and 60 mg of magnesium.
“Nuun is the go-to hydration brand for those living a fun and active lifestyle, so we wanted to give consumers an unforgettable experience that truly embodied the brand,” said Chris Brody, senior director of brand marketing for Nuun. “We’re thrilled by the incredible response Unexpectercise generated and the connections we made in-person and online from our fans around the country and in Chicago. And, we’re just getting warmed up. Over the coming year, there will be more Nuun experiences that create unexpected fun and sweat, so make sure to stay hydrated so you’ll be ready for anything.”
In May, Liquid I.V., the number one powdered hydration brand in America that was acquired by Unilever in 2020, revealed a brand refresh and campaign called “Tear. Pour. Live. More.” This marks the company’s first brand refresh since its inception in 2012.
“Launching this brand refresh marks a watershed moment in Liquid I.V.’s evolution and kicks off the next chapter of growth and innovation for our company,” said CEO Mike Keech. “The new look and feel reflects our passion to help everyone live healthier, more fulfilling lives through our innovative solutions that turn ordinary water into extraordinary hydration.”
