The ultimate rebrand: How electrolytes became Australia's newest obsession
Electrolytes are having a moment in Australia – whether it's powders, ready-to-drink beverages or gummies – and it seems they're not just for athletes anymore.
Walk into any supermarket, pharmacy, or gym, and you'll find hydration products promising to quench your thirst, boost your energy, and keep you focused.
What was once a niche market for elite athletes has evolved into a trendy wellness phenomenon, with electrolytes now marketed as a daily staple to fitness and health-focused consumers.
In 2022, the global demand for flavoured and functional water was valued at $50.3 billion (AUD $77.6 billion), a figure expected to nearly double by 2030.
In Australia, the sports and energy drinks market, which includes electrolyte-enhanced beverages, is also booming.
According to the IMARC Group, the market reached 133.5 million litres in 2024 and is projected to grow to 226.7 million litres by 2033, with an annual growth rate of 5.58 per cent.
But what actually are electrolytes? And do we really need them as much as our favourite influencers espouse?
What are electrolytes
Electrolytes are essential substances that have a natural positive or negative electrical charge when dissolved in water.
They help your body regulate chemical reactions, maintain the balance between fluids inside and outside your cells, regulate nerve and muscle function and help maintain proper pH in the blood.
Your body gets electrolytes from the foods you consume, with sodium, for example, found in table salt, or potassium in bananas.
You can notice if you're low in electrolytes, as the symptoms will be similar to dehydration, including muscle cramps, fatigue, dizziness, headaches, and nausea.
You can lose electrolytes through excessive sweating, vomiting and diarrhoea.
The benefits
Dr Zac, a leading GP, explains that while water is essential for hydration, drinks with added electrolytes can be more effective at hydrating the body in certain contexts.
'Plain water is quickly absorbed and excreted, especially if you drink it on an empty stomach or when not dehydrated,' he tells news.com.au. 'But drinks with electrolytes – like oral rehydration solutions or sports drinks – help your body retain fluids longer. These electrolytes pull water into your cells and maintain a healthy balance in the blood, which can improve hydration efficiency.'
He also emphasises the significance of osmolality, which refers to the concentration of particles, such as salts and sugars, in a solution.
'Drinks with slightly higher osmolality than blood plasma, such as oral rehydration solutions, stay in the body longer and hydrate more effectively,' he notes.
For most people, however, water is enough for daily hydration.
However, if you are sweating heavily or engaging in gruelling workouts, feeling unwell, or need to rehydrate efficiently, something with electrolytes and nutrients will 'outperform water' alone, he explained.
The risks
Despite their benefits, not everyone needs to supplement with electrolytes daily.
Dr Zac points out, 'In most daily situations, water is enough'.
Highly active people, those who sweat profusely, or people recovering from illness may benefit most from electrolyte replenishment.
For the average person eating a balanced diet rich in fruits, nuts, leafy greens, and protein, and drinking plenty of water, additional electrolytes are likely unnecessary.
There are also risks associated with overconsumption.
Too much sodium, for example, can lead to high blood pressure in susceptible people.
Excessive intake of certain electrolytes can also disrupt the body's delicate balance, leading to issues such as gastrointestinal upset, and impaired kidney function.
As with any supplement, moderation is key.
Choosing the right hydration product
Mark Robinson, a sports dietitian for BSc, emphasises the importance of looking carefully at the ingredients of a hydration product, if you have identified yourself as someone who needs them.
'It's all about the total electrolyte count as well as the type of electrolytes', he says.
'You're looking for a combination of all five key sports minerals: sodium, potassium, magnesium, calcium, and chloride. Sodium is the most important one for rehydration, since this is what is mostly lost in sweat, which can lead to dehydration. A 2:1 sodium-to-potassium ratio is optimal.'
Mr Robinson also recommends opting for low-sugar choices.
'The added sports minerals are what make these drinks more beneficial than water, as they replenish salts lost typically in sweat', he explains. 'But you don't want to undo the benefits by consuming excessive sugar.'
Aussies lead the trend
This advice aligns with market trends, as consumers are increasingly seeking out natural ingredient-based, low-sugar products with added functional ingredients.
Aussie entrepreneurs Austin Xenos and Madison Verrocchi, co-founders of LVL UP, identified a gap in the market for a clean-ingredient hydration product that catered to a broader audience, not just elite athletes.
'We decided to launch LVL UP in 2023 after noticing a clear gap in the market for a functional but fun product – something you'd actually look forward to drinking, whether you're at the gym or recovering from a night out', the pair told news.com.au.
The rise of health-conscious consumers has dramatically reshaped the hydration market in Australia.
'People now read ingredient labels and are more aware of how hydration impacts energy, focus, and recovery', they added.
'This shift is pushing brands to innovate, offering cleaner formulas, natural flavours, and more transparency. Consumers aren't just buying sports drinks anymore. They're choosing functional hydration solutions for all parts of their lives'.
It's true that electrolyte drinks can make you feel more energised and focused – but they don't provide instant energy like caffeine.
Rather, they help support your body's energy use more efficiently, especially during exercise.
There are still misconceptions about these sorts of products, though.
'One big misconception is that hydration products are only for athletes,' they say. 'In reality, we lose electrolytes every day through excessive sweat, stress, or even just a busy lifestyle.
'Another is that all hydration products are full of sugar or artificial additives, which isn't always the case.'
The founders note that LVL UP contains just 3.5 grams of glucose per sachet, which helps with electrolyte absorption.
The future of the industry
Looking ahead, the co-founders predict that the future of the industry is about 'multifunctional hydration'.
'People want products that do more. Hydration that supports focus, energy, immunity, or recovery', say the duo. 'Clean labels, convenience, and flavour will continue to drive decisions.'
The bigger picture
So why the sudden focus on electrolytes?
Aside from the increased interest in health as a whole, some experts have noted that electrolytes are gaining popularity as they're a small, easy addition to daily life that requires minimal effort.
'People feel like they're doing something good for themselves without it feeling too expensive or complicated, which can be an issue with some supplements,' one dietitian told The Guardian.
And others compare the boom to the protein movement seen in 2016.
'Suddenly, people had a much greater awareness of the benefits of getting enough protein in their diet and realised that the benefits go beyond what sportspeople need,' Joe Welstead, founder of electrolyte retailer, Oshun, said.
'It's a similar story with electrolytes: if you can get past going for caffeine first thing in the morning and focus on being properly hydrated instead, you're going to feel so much better.'
The takeaway? If you are already eating a balanced diet, drinking plenty of water, and not sweating excessively, you can probably go about your life without worrying too much about extra electrolytes.
But if you are sweating a lot – and, let's face it, you probably should be, at least occasionally – they are worth thinking about.
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Electrolytes are having a moment in Australia – whether it's powders, ready-to-drink beverages or gummies – and it seems they're not just for athletes anymore. Walk into any supermarket, pharmacy, or gym, and you'll find hydration products promising to quench your thirst, boost your energy, and keep you focused. What was once a niche market for elite athletes has evolved into a trendy wellness phenomenon, with electrolytes now marketed as a daily staple to fitness and health-focused consumers. In 2022, the global demand for flavoured and functional water was valued at $50.3 billion (AUD $77.6 billion), a figure expected to nearly double by 2030. In Australia, the sports and energy drinks market, which includes electrolyte-enhanced beverages, is also booming. According to the IMARC Group, the market reached 133.5 million litres in 2024 and is projected to grow to 226.7 million litres by 2033, with an annual growth rate of 5.58 per cent. But what actually are electrolytes? 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The risks Despite their benefits, not everyone needs to supplement with electrolytes daily. Dr Zac points out, 'In most daily situations, water is enough'. Highly active people, those who sweat profusely, or people recovering from illness may benefit most from electrolyte replenishment. For the average person eating a balanced diet rich in fruits, nuts, leafy greens, and protein, and drinking plenty of water, additional electrolytes are likely unnecessary. There are also risks associated with overconsumption. Too much sodium, for example, can lead to high blood pressure in susceptible people. Excessive intake of certain electrolytes can also disrupt the body's delicate balance, leading to issues such as gastrointestinal upset, and impaired kidney function. As with any supplement, moderation is key. 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