According to Ocado Retail, 38% of respondents find it more difficult to stay hydrated during the winter

New research, published yesterday (29 December), highlighted 22% have replaced caffeinated tea or coffee. This figure rises to 36% for Gen Z and Millennials. It also stated 78% of UK adults believe hydration is as important in winter as it is during the summer months.

The retailer reported that its sales of flavoured water, electrolytes and vitamin waters are up 66% year-on-year. Searches for liquid IV have also grown rapidly, increasing by 733%.

Ocado believes the new trend is mainly driven by “health benefits”, with 56% of respondents highlighting an improvement to their focus, mood and energy levels when having drunk enough.

Paddy Cavanagh-Butler, founder of Punchy, said: “Winter is when people often forget to hydrate, but it’s also when your body needs it most. At punchy we’re seeing a big shift in how people think about hydration.

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“Especially in winter when central heating, longer days indoors and seasonal bugs all take their toll. Our wellness blend of real fruit powder, 5 immunity-boosting vitamins, 7 electrolytes and minerals, gives people a simple way to help their wellbeing, especially during the colder months when energy can dip, and routines get busy.”

It also highlighted that 35% thought hydration drinks were healthier or as healthy as water.

According to the retailer, 42% of adults are also buying more hydrating skincare products, rising to 67% of Gen Z consumers. Ocado has seen a 30% rise month-on-month for hydrating skincare.

Ocado has highlighted that one of the major reasons for the shift is social media, with 38% of shoppers reporting that they had seen more hydration-related posts.

Charlie Parker, senior nutritionist at Ocado Retail, said: “Hydration-focused products are being increasingly seen by consumers as daily wellness essentials.

“Customers are choosing these products to support their health and wellbeing as much as for exercise. We’re seeing a clear shift towards functional ingredients such as vitamin-enhanced water, better-for-you choices and products that help people feel hydrated throughout busy and cold winter days.”