The average Brit drinks half of the recommended eight glasses of water a day, according to research. NHS guidelines suggest adults should consume between six to eight glasses of water every 24 hours – but 15 percent will go an entire day without a drop of H2O passing their lips.
The research, of 2,000 adults, found 32 percent simply forget to drink, while 25 percent dislike frequent restroom breaks – and 18 percent claim to simply be too busy.
Worryingly, 26 percent admitted they are not confident they could spot signs of dehydration, despite many suffering headaches (43 percent), dark yellow urine (40 percent), and light-headedness (28 percent) – which could all be indicators they need more water.
However, 49 percent are ready to prioritise hydration, and want it to be their wellness trend for 2024. The study was commissioned by Liquid I.V.®, which is launching its Hydration Multiplier® in the UK.
The science-backed hydration solution comes in the form of an electrolyte powder mix as a food supplement, and aims to restore electrolyte balance, which can be lost through exercise, sport, heat, and active lifestyle.
Jostein Solheim, Unilever Health & Wellbeing CEO, said: “It’s clear the UK is ready to take hydration seriously, with half the population committing to improve their hydration levels in 2024 – making it the number one wellness trend in the UK, according to our research.
“At Liquid I.V., we’ve learned from the success in the US, and adapted these insights for the UK, so that we can support British consumers on their wellbeing journey.”
The study also found 18 percent of adults only drink water because they know they’re supposed to, rather than because they actually understand the benefits. And one in five have no idea how much water they should actually be drinking.
However, 38 percent report feeling a general improvement in wellbeing, as well as better digestion (33 percent) and increased energy (31 percent), when they are properly hydrated.
This emphasis on hydration is well-timed, as 62 percent plan to prioritise wellness routines in 2024 – and optimal hydration is crucial for many popular practices.
These practices encompass a variety of trends Brits intend to try this year – including ice baths (10 percent), meditation and mindfulness (22 percent), UK spa retreats (15 percent), and digital detoxing (14 percent).
Meanwhile journaling (nine percent), hydrotherapy (nine percent), and sound baths (seven percent) also appeared in the top 15 trends, according to the OnePoll.com research.
Lori Lauersen, senior vice president R&D, Health & Wellbeing at Unilever, added: “Our study has shown many need to do more for their wellness and hydration, but staying hydrated needn’t be a burden.
“It isn’t just about quenching your thirst – it’s about enjoying the taste, it’s important for everyday activity, and to keep your body functioning.
“Every part of you, from your cells to your muscles, needs to stay hydrated to work well. So don’t forget, staying hydrated isn’t a choice – it’s essential for you to feel your best.”
To launch the product to the nation, the brand will be taking wellness to new heights, by transforming three pods on the London Eye into bookable wellness experiences.
