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Multi-Billion Dollar Hangover Market: Showing No Signs of Slowing Down


Less than a decade ago, the discussion of hangover products was not a popular topic. One of the best-known go-to hangover remedies was an electrolyte solution brand targeted to help dehydrated children. Now worth almost $2 billion in 2021, the hangover cure market is expected to reach a whopping $4.67 billion by 2028, according to a new report by Grand View Research, Inc. Hangover products no longer serve just one solution anymore. With the wellness market expanding, many companies are instead integrating other health aspects into their hydration or hangover products to give consumers a multifunctional type of beverage. 


Where it Started

When consumers first started searching for hangover products, the pick was thin and many consumers resorted to whatever they could find. Pain relievers, a $3.7 Billion market back in 2013, were often used to subside some of the symptoms instead. Specifically, many chose ibuprofen (Advil) or acetaminophen (Tylenol). There were brands such as PartySmart (a Himalayan anti-hangover product) and Drinkin’ Mate (an all-natural wild guava leaf extract tablet) that provided a more natural way to cure hangover symptoms. Products like these seemed to attract health-conscious consumers, increasing the market from $1.6 Billion to 1.9 Billion (from 2013 to 2018). Alka-Seltzer antacids ‘morning-relief’ were also popularly used as a hangover product. However, they were unfortunately discontinued twice from the manufacturer, Bayer. Fortunately, Blowfish tablets are a great replacement for the Alka-Seltzer capsules, as they are specifically geared towards relieving hangovers. After launching almost a decade ago, they are still going strong, stocked in 11,000 stores nationwide.


When the reality of COVID hit, millions of people started making significant changes to their daily routines, choosing healthier products, including around their drinking habits. The enhanced water beverage market is increasing health awareness and attracting a target of younger generations, who have replaced sugary, toxic soft drinks with more functional choices. These types of beverages are not only marketed as a hangover cure but also have other added benefits. 


A Cure for Everyone

The Plug is the first plant-based alcohol recovery drink. In addition to aiding with hangovers, The Plug also offers products for immunity, zero caffeine energy, liver detox, and stress relief. Liquid I.V. is another popular brand that while not marketed towards hangovers, is widely used as a rehydration method after alcohol consumption because of its hydration multiplier. Liquid I.V. offers three times the hydration using Cellular Transport Technology. Some of their other products are more focused on improving specific functions such as immunity, sleep, and energy. While multipurpose hangover products can be extremely effective (with or without the consumption of alcohol), there are times where less is more. DrinkLyte is one of the leading night-life hydration products for after-alcohol consumption. While other companies are adding caffeine, vitamins, and minerals (which can reduce the effectiveness of the product), Drinklyte keeps it natural and simple with one main component: electrolytes. Following the same protocols as the World Health Organization, DrinkLyte has successfully been able to create the perfect I.V. effective hydration formula using Oral Rehydration Solution (ORS). Without vitamins, minerals, and caffeine in the way, DrinkLyte’s ultimate hydration performance outshines the rest. 


The Future of Hangover Products

Some always hope to cure hangovers completely, but it’s not quite that simple. This doesn’t mean that we can’t treat or alleviate some of the symptoms that arise with hangovers. We’ve come a long way in just the last few years with capsules, powdered drink mixes, ready-to-drink beverages, and even IV therapies. These beverages or supplements, regardless of drinking alcohol or not, can be beneficial to anyone.




Author :  Jennifer Dutton, Blog Writer, DrinkLyte Co. "Helping Grow CPG Brands Beyond Their Potential"