What if the solution to overcoming the problem of underhydration was “shrinking”? In France, a study published in 2014 by the Research center for the study and observatory of living conditions (Credoc) on water consumption showed more than insufficient figures. 30% of those surveyed drank less than a liter per day. However, according to the recommendations of the European Food Safety Authority (EFSA), every day, an individual should drink nearly 2 liters from adolescence. To remedy this problem, several companies have decided to create effervescent tablets to give flavor to water that is too often gloomy.
Among them, Nicolas Etienne has just given birth to “Hydrology” two years after the abdominal operation suffered by his girlfriend. “She was bedridden and the doctors wanted her to drink lots of water every day, except she was one of those people who didn’t like the taste of water. I wanted to find a solution to hydrate it, while doing it good.” Starting from a homemade solution, Nicolas Etienne wonders if there are not alternatives to the medicinal rehydration solutions already existing on the market.
Bingo, it is possible to adapt the treatments to daily use. “The goal of this water that I call “functional” is to give it flavor to make it more interesting for consumption with natural fruit flavors, adding “a touch of well-being” with micronutrients”. Understand here, food supplements coated in fruity flavors. Raspberry, peach, strawberry, and so on.
Bad taste and lack of reflex
This water is not miraculous. Since 2017, the Austrian company Waterdrop has also offered to enrich water “with fruit and plant extracts” using effervescent cubes. Its founder, Martin Murray, also realized that he was not able to hydrate enough during his business trips. “Among the reasons why consumers do not drink water, they often answer that they do not like the taste, but also that they do not have the reflex to drink it,” summarizes Stéphane Lacourt, who represents the company in France. Our idea was to encourage people to drink more regularly and not just during meals.”
For both companies, one element remains important: keeping the water as healthy as possible, without added sugar. “Zero grams of fat, zero grams of sugar”, certifies Nicolas Etienne. “In Waterdrop solutions, there is no sugar at all. This is why we have had strong development in pharmacy,” adds Stéphane Lacourt. Both actually use natural sweetener, better known as stevia [ou édulcorant glycosides de stéviol issus de stévia pour Waterdrop]a sugar substitute product which the World Health Organization (WHO) recommended against use last spring. What dietician Margaux Letort confirms in a blog post dedicated to the subject: “There is no sugar but sweeteners and that’s a shame because it maintains the addiction to sweet taste.”
“Water marketing, yes, but for those who need it”
Taste as taste, consumers are seduced. Because in addition to hydration, there is a new benefit: that of reducing the consumption of plastic bottles, a polluting industry weakened by the recent scandal of illegal purification, notably at Nestlé. Since its marketing seven years ago, Waterdrop has claimed a turnover of 118 million euros for the year 2023 in Europe (including 17 million in France) and was even named product of the year in the “ Microdrink”, the great family of water magicians. Its new competitor Hydrology is not at that stage. Nicolas Etienne launched the Ulule campaign in April, but far exceeded the objective initially launched.
Faced with the remarks of detractors accusing a new “water marketing”, the two companies are not drinking in the cup. “Our basic idea was to be the basic leader in hydration, without ever selling water. We will always favor tap water, that’s why we highlight water bottles,” replies Stéphane Lacourt. Same thing for Nicolas Etienne. “At Hydrology, we will always encourage someone who already drinks two liters of water per day to continue doing so. On the other hand, I am here to help those who cannot do it. Water marketing, yes, but for those who need it.”