Post by Brightfield Group

The top need state behind hydration content this summer isn't recovery. It's how skin looks. Hydration is one of the loudest wellness conversations online, and it has grown sharply in the past year. Most brands are still answering it with the same electrolyte story from five years ago. The consumer moved. The messaging didn't. On social, beauty leads the need states attached to hydration at 38.8%, ahead of energy and holistic wellness. These buyers are ingredient-literate and outcome-first. They are not counting electrolytes. Read the article to see exactly where the hydration conversation split, and which audience your current messaging is missing. https://lnkd.in/gjMwG-xg #BrightfieldGroup #ConsumerInsights #SocialListening #ConsumerTrends #MarketIntelligence