US-based hydration brand Liquid IV is accelerating its Australian retail expansion, bringing its products to more consumers through an expanded distribution network across grocery, convenience, travel retail and e-commerce channels nationwide.
Building on the brand’s success since its 2024 Australian launch and strong growth through Chemist Warehouse and Costco, the rollout expands its reach to a broader retailer network, including Coles as a corporate grocery partner, WHSmith, Relay, 7-Eleven, Amazon and Metcash-supplied independent grocery chains.
The expansion comes as the hydration category continues to emerge as a priority and significant growth category within Australia’s health and wellness market. Nielsen data indicates rehydration has grown over 20 per cent in value, driven by new buyers and increased purchase frequency.
As such, Gaurav Raisinghani, CEO of international business at Unilever Wellbeing Collective, said the expansion marks an important milestone for Liquid IV’s growth journey in the nation.
“Australia is a priority market for the international expansion of Liquid IV and among the first five markets to launch globally. Since then, we’ve seen strong momentum across our existing Australian retail partnerships and a positive response from consumers who are looking for convenient hydration solutions,” he said.
According to new research commissioned by Liquid IV, while 93 per cent of Australians over 18 recognise the importance of hydration to their health and wellbeing, almost half regularly end the day without drinking enough water, with busy workdays cited as the nation’s biggest hydration blind spot.
That highlights a growing consumer demand for hydration solutions that fit more easily into their daily wellbeing routines.
Looking ahead, Raisinghani said the focus would be on making Liquid IV more accessible to Australians wherever they shop. Liquid IV’s “science-backed” formula was developed to meet evolving consumer expectations for hydration products, whether that’s better taste, sugar-free options or greater convenience.
The brand’s Australian Hydration Multiplier range is available in five flavours: Lemon Lime, Watermelon, Strawberry, Tropical Punch and Passionfruit. Its sugar-free range comes in four flavours: Mango Pineapple, Peach, Raspberry Melon and Raspberry Lemonade.
