The global sports drinks market is estimated at $27.79bn in 2025, and is expected to reach $36.14bn by 2030, growing at a CAGR of 5.39% 2025-2030, according to Mordor Intelligence.
Brands that tap into consumer trends and think outside the box with new innovations and NPD can ride the wave and shoot to success.
Celsius Hydration
Launching in the US this year, Celsius Hydration represents the company’s first caffeine-free, functional beverage product.
The growing $1.4bn hydration powder market presents an ‘incremental growth opportunity’, according to the company.
The electrolyte-based powder sticks support hydration with zero sugar, B vitamins, essential electrolytes and the fruit-forward flavors Celsius is known for.
Celsius Hydration launches with five flavors: fruit punch, blue razz, strawberry watermelon, arctic cherry and lemon lime.
“The Celsius brand has long been synonymous with fitness and favored by consumers who prefer zero-sugar, refreshing energy drinks,” said Celsius chief marketing officer Kyle Watson.
“Celsius Hydration is the perfect complement to our portfolio of functional beverages and gives consumers more occasions to enjoy the great-tasting and refreshing beverage experience that has propelled Celsius to become the number three energy drink brand in the US.”
KXR Ready-to-drink
Sports nutrition brand VMI Sports has announced an official multi-year licensing agreement with PEZ Candy: with a partnership bringing PEZ flavored products across multiple beverage and powder categories, starting with KXR Ready-To-Drink.
KXR RTD will be ‘one of the most advanced performance pre-workout drinks on the market today, featuring a unique combination of Citruline, HydroMax Glycerol and VMI’s proprietary tri-caffeine blend.’
“Being a staple in sports nutrition, we knew we needed a partner that aligned with our brand and customers,” said VMI Sports President, Tom Reilly. “After a year of reviewing options, PEZ emerged as the perfect fit. This global iconic & nostalgic brand shares our Northeast roots.”
The rollout of PEZ flavored beverages starts at select Gold’s Gym Corporate locations as well as One Life Fitness Clubs and other health club chains at the beginning of March.
Unwell Hydration
Call Her Daddy podcaster Alex Cooper is dropping her newest flavor for Unwell Hydration: Kiwi Pineapple.
The latest flavor is described as ‘bright and refreshing with the perfect balance of tropical kiwi and sweet pineapple flavors’. Joining the lineup of Strawberry, Orange Hibiscus and Mango Citrus flavors, Kiwi Pineapple contains electrolytes and B-complex vitamins with natural green coffee extract to serve up rapid hydration and focus.
Alex Cooper – whose podcast is the most listened to podcast by women on Spotify - first launched Unwell Hydration at the beginning of the year to tap into a white space of hydration options designed specifically for women.
iPRO Hydrate
UK-based healthy hydration company, iPRO Hydrate, has launched in Saudi Arabia.
Made from natural sweeteners, flavors and colors, iPRO hydrate is formulated with added electrolytes to hydrate four times faster than water.
iPRO’s entry into the Saudi market is powered by a strategic distribution partnership reaching over 21,000 sales points via Al Rabie, a household name known for its extensive reach and reputation for quality in the Kingdom’s beverage industry. iPRO Hydrate bottles will feature the Al Rabie logo as a testament to the trust and endorsement from the brand.
The launch in Saudi Arabia is a key milestone for the company’s expansion, having already successfully launched in the UAE.
Sophie Christy, Global Brand Director at iPRO, said: “Saudi Arabia represents a dynamic and forward-thinking market that aligns perfectly with iPRO’s values of health, wellness, and sustainability, working towards Vision 2030. Partnering with Al Rabie, a trusted and respected name in the region, is an incredible opportunity for us.”
Positive Beverage
Positive Beverage, a certified female-owned beverage company that offers zero sugar and zero calorie hydration and energy drinks with clean and functional ingredients, has announced a re-branded look, name, and renewed alignment to creating health-first beverages.
The company’s signature line of sparkling functional drinks, formerly known as Positive Beverage, will now be labelled “Positive Hydration” to more clearly articulates the functional benefits of vitamins and electrolytes contained therein. The company’s caffeinated product line remains “Positive Energy.”
The company is removing erythritol from both the Positive Hydration and Positive Energy product lines.
Positive Beverage offers six flavors in total across two product lines: Positive Hydration, the company’s flagship line of hydration drinks filled with electrolytes and vital vitamins, and Positive Energy, the company’s line of energy drinks that combines caffeine from organic green tea extract with vitamins and electrolytes to produce a sustained energy boost without the typical crash.
Roar Organic Dragon Fruit
Roar Organic is launching adding a new flavor, Dragon Fruit Punch, into its organic RTD line-up.
The new addition offers a refreshing experience with only 20 calories and 2 grams of sugar per 18oz bottle.
Like all Roar Organic flavors, Dragon Fruit Punch is packed with essential electrolytes, vitamins C, B5, B6, and B12, and antioxidants, all built on an organic coconut water base.
Raw Hydrate
Former Premier League footballer and The Turmeric Co. founder Thomas ‘Hal’ Robson Kanu has launched Raw Hydrate, a new electrolyte-heavy functional drinks brand, into the UK supermarket retailer Sainsbury’s.
The brand, which was developed over the course of 20 years, provides hydration as well as aiming to improve muscle function, fluid balance, and regulated blood pressure.
The drinks are available in three flavors; pineapple, mint and pomegranate.
“Raw Hydrate is a natural extension of our mission at The Turmeric Co. – to harness the power of nature to fuel a healthier, more vibrant life," said Kanu. “The great success of The Turmeric Co. is a testament to more and more people turning to functional drinks to fuel their bodies and we’re confident the launch of Raw Hydrate will prove just as successful.”
Each drink contains 3,600mg of electrolytes, counts as one of your five-a-day, contains only 60 calories, and is free from artificial colors, flavors, sweeteners and added sugars.
