2024 beverage trends in South East Asia: Hydration leads non-alcoholic innovation
Lifestyle The demand for enhanced hydration is driven by taste, health benefits, and the need to cope with extreme weather.“The hydration trend stems from hot weather, air pollution fears, and a desire to improve skin health. Western influences, like the belief that energy drinks provide better hydration than water, also play a role,” said Tan Heng Hong, senior food & drink analyst at Mintel.Tan spoke at Fi Asia 2024, held at the Jakarta International Expo from 4–6 September, where he shared that 55% of consumers over 18 believe these drinks offer better hydration than water. This is according to Mintel's Sports and Energy Drinks Report for Thailand.Additionally, a significant portion of Southeast Asians are reluctant to drink water despite its benefits. This shift is reflected in a decline in water product launches, from 6% in...