Remember when drinking water was just… drinking water? These days, staying hydrated has transformed into a full-blown lifestyle phenomenon, with electrolyte powders taking center stage in the wellness world.

Liquid I.V., a brand that started targeting hardcore athletes, has now become a multimillion-dollar business by convincing everyday people that they’re chronically dehydrated. The company’s strategy? Make hydration convenient, flavorful, and seemingly scientific.

The powdered hydration market has exploded, growing to a $1.5 billion industry. Brands like Liquid I.V., BodyArmor, and LMNT are competing to convince consumers that their electrolyte mixes are more than just flavored water. Mike Keech, Liquid I.V’.s CEO, argues that most people don’t realize they’re not drinking enough fluids.

Social media trends like #WaterTok have fueled this hydration obsession, with viral products and influencer endorsements making electrolyte drinks feel less like a medical necessity and more like a lifestyle choice. The pandemic also played a role, heightening awareness about personal health and wellness.

However, sports nutritionists remain skeptical. Heidi Skolnik from the Hospital for Special Surgery notes that for most people with regular water access, these specialized hydration products aren’t necessary. While they might help people drink more by making water more palatable, the claims of chronic dehydration are likely exaggerated.

The market has expanded beyond athletes, targeting everyone from busy professionals to fitness enthusiasts. Brands are now offering sugar-free options, unique flavors, and marketing themselves as a holistic wellness solution.

As the hydration trend continues to grow, one thing is clear: what was once a simple biological need has become a billion-dollar industry of convenience, flavor, and perceived health optimization.