Research by hydration brand Liquid I.V. reveals that 96% of US consumers consider hydration to be important. However, there is a stark disconnect between awareness and reality, as only 44% of respondents actually feel completely hydrated on a typical day. The company says this “hydration gap” is not driven by a lack of knowledge, but by everyday lifestyle barriers. These findings were released in the brand’s first edition of the Hydration Vitality Barometer Report, a large-scale study of hydration attitudes, behaviors, and daily experiences of more than 5,000 adults across the US.
