Do hydration powders work? Inside the trendy supplements on your feed [Video]

You see them crowding checkout counters at grocery stores — a rainbow of bubble-gum pink, lime green and blueberry packets, slender and upright, like a multicolored chorus line of dancers tempting an impulse purchase. At the gym, they’re dissolved into enormous jugs of cherry-tinted water.

They’re especially prevalent on TikTok. Just search #watertok for a flood of #watergirlies, clutching Stanley tumblers at their #waterstations, which are crammed with neon-bright hydration powders and flavored syrups. #Wateroftheday? How about Strawberry Birthday Cake Water. Or Caramel Apple Sucker Water.

“If your water isn’t turning your mouth blue, you’re apparently hydrating wrong,” one skeptical dietitian observed on TikTok last year.

Hydration supplements in the form of powders, tablets and liquid additives have become a norm among consumers over the last decade, and are more popular than ever. The global electrolyte hydration drinks market was valued at $1.72 billion in 2023, according to Data Bridge Market Research. And it’s growing. The business of boosting …