Insights

Functional Waters: Hydration with Purpose 

Water is evolving — and so are consumer expectations. Today, hydration is no longer just about quenching thirst. It’s about supporting wellness goals, enhancing mood, and delivering benefits in every sip. Consumers are all in on hydration and health, and they’re pushing water further than ever before. 

The Functional Water Boom 

Hydration-related claims are on the rise, growing by 28.6% YoY, with added electrolytes, collagen, and vitamins leading the charge. As consumers seek beverages that are both exciting and practical, functional waters are stepping up to meet the moment (Innova Market Insights). 

Flavored water now dominates the US and Canadian markets, accounting for over 80% of bottled water launches. Within this space, functional flavors are gaining traction — offering antioxidant, digestive, and energy-boosting properties that strike the perfect balance between flavor and function. Some examples include:  

  • Hibiscus: A floral powerhouse rich in antioxidants, now featured in sparkling waters and teas. 
  • Spirulina: A marine superfood with a vibrant blue hue, used in energy drinks and detox waters. 
  • Lemon balm & lemongrass: Popular in calming teas and kombuchas, offering a soothing, herbal twist. 

As Gen Z gravitates toward calming, colorful, and functional drinks — especially those with botanical or superfruit flavors — Millennials are embracing premium, sustainable options and exploring mocktails and non-alcoholic alternatives (Innova Market Insights). 

Meeting Consumer Needs 

Beyond hydration and energy, functional waters are expanding into new wellness territories — specifically sleep and beauty. These emerging benefits are resonating with consumers aiming to optimize their routines from the inside out, as reflected in online social discussions: 19.06% of consumers are seeking improvements in hair and skin, while 7.04% are looking for a soothing effect (Tastewise, 2025). 

  • Sleep Support: Ingredients like magnesium, L-theanine, and chamomile are being infused into nighttime waters to promote relaxation and improve sleep quality. 
  • Beauty from Within: Collagen-infused waters are gaining popularity for their skin, hair, and nail benefits. Combined with ingredients like biotin and vitamin C, these beverages support hydration and radiance—making beauty a part of the daily hydration ritual. 

As consumers increasingly seek multifunctional beverages, refreshing and beauty-enhancing waters are becoming a natural extension of the functional water category. 

At Synergy, we’re helping brands lead the next wave of hydration with flavor-forward, functionally enhanced solutions. Whether it’s a collagen-infused hibiscus tea, a spirulina-citrus energy water, or a calming lavender-chamomile blend, we deliver science-backed flavor innovation that meets the moment. 

With our team of beverage experts supporting every step of the process, Synergy is ready to help you create the next generation of functional waters. Visit us at synergytaste.com to learn more on how to get started.  

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