Hydration goes mainstream as winter wellness trend takes on traditional hot drinks

• New data from Ocado Retail shows 78% of UK adults think hydration is as important in winter as in summer.
• More than a fifth (22%) of UK adults have replaced their caffeinated tea or coffee, rising to over a third (36%) among Millennials and Gen Z.
• Flavoured water, electrolytes and vitamin waters are seeing strong growth, with sales up 66% year-on-year on Ocado Retail.

Hydration is no longer just a heatwave habit or the reserve of athletes and gym-goers. New data from Ocado Retail shows that hydration-focused products have become winter wellbeing essentials, as consumers turn to electrolytes and vitamin waters to support their health and wellbeing during the colder months.

The research reveals almost four in five (78%) UK adults now believe staying hydrated is just as important in winter as in summer, with two in five (38%) saying they actually find it harder to stay hydrated in the colder months. 

This seasonal shift reflects a wider behavioural trend. Nearly two in five adults (37%) have purchased more hydration-focused products such as drinks and skincare in the past year, and over half (53%) say they are more aware of hydration’s importance than before. 

Sales of electrolytes are up 66% year-on-year on Ocado Retail, driven by strong performance from brands such as punchy (+96%), Phizz (+53%) and ORS (+53%). Search behaviour shows an even more dramatic spike, with year-on-year searches for “liquid IV” up 733%, “hydration tablets” up 643%, and “electrolytes” on Ocado up 286% since last year.

Consumers are primarily driven by health benefits, with over half (56%) noticing an improvement in their energy, focus, or mood when well-hydrated, and three in five (60%) stating that hydration-focused products are important to support general wellbeing. Over a third (35%) of shoppers believe that hydration drinks are as healthy, or healthier, than water.

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.”

The shift away from traditional caffeinated hot drinks has contributed to an increase in herbal tea sales at Ocado Retail as customers look for natural alternatives to support their health and wellbeing. For example, Teapigs Chamomile Flower Tea Bags has seen strong growth, with sales up +131% year on year and Clipper Peppermint and Spearmint Organic Tea Bag sales up +255% year on year, highlighting herbal teas as a winter wellness essential.

Meanwhile, hydration is extending beyond drinks, with 42% of adults saying they’ve bought more hydrating skincare products within the last year, rising to 67% of Gen Z. This shift is reflected in a 30% month-on-month rise in hydrating skincare sales on Ocado, as colder weather drives growing demand for added skin hydration.

Hydration is also reshaping everyday rituals. Over a fifth (22%) of UK adults say they have replaced their morning or afternoon tea or coffee, rising to 36% of Millennial and Gen Z. Meanwhile, 35% say they are willing to pay more for hydration-focused products with added functional benefits such as vitamins or electrolytes, climbing to over half 52% of Millennials and Gen Z.

Social media is helping to fuel the trend, with 38% of shoppers – and 53% of Gen Z – reporting they’ve seen more hydration-related content across platforms, from “hydrate with me” routines to skincare tips. As wellness trends continue to evolve, hydration has firmly established itself as a year-round, mainstream essential to boost energy and mood beyond the gym.

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. 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.”

ENDS

Notes to editors:

Clarity research among a nationally representative sample of 2,297 UK adults, conducted in November 2025.

Ocado Retail year-on-year search and sales data date range: 11/10/2024 – 11/11/2024 vs 11/10/2025 – 11/11/2025.

The Government (NHS) recommends that people should aim to drink 6 to 8 cups or glasses of fluid a day: https://www.nhs.uk/live-well/eat-well/food-guidelines-and-food-labels/water-drinks-nutrition/