Unilever’s powdered hydration brand Liquid I.V. launched a sugar-free line in Brazil on Tuesday, the 3rd. The company expects it to account for 60% of the brand’s consumption in the country, while Hydramulti Original, which contains sugar, is projected to make up the remaining 40%.
That split is similar to the pattern Liquid I.V. sees in other Latin American markets. In Mexico, the balance ranges from 60/40 to 65/35 depending on the weather, according to Juliana Falkenburger, the brand’s regional executive director.
Liquid I.V. entered Brazil a year and two months ago. Falkenburger said the original product is aimed more at intense workouts and hot days, while the sugar-free line is designed for everyday use, including office routines, travel and light exercise. It will be sold through pharmacies, marketplaces and supermarkets.
Unilever estimates that the global powdered hydration market was worth $40 billion in 2025 and could reach $82 billion by 2031. The company says around 25% of Brazil’s population consumes drinks intended for rehydration, while eight in ten people report drinking less than two liters of water a day. It also cites Worldpanel by Numerator research indicating that five in ten Brazilians are trying to reduce sugar in their diets.
In Brazil, Liquid I.V. competes with established electrolyte brands such as Gatorade and smaller domestic players including Liquidz. The launch comes as Unilever exits the food segment, which it sold to McCormick in March, while increasing its focus on personal care.
Sources: Folha Mercado.