Introducing the Liquid I.V.® Hydration Vitality Barometer Report™: A First-Of-Its Kind National Study on Americans’ Hydration Habits
America has a hydration problem, and most of us don’t even realize it. This disconnect, what we call the ‘Hydration Gap’, is affecting how people feel, function, and show up every day.
Many of us believe we are doing a pretty good job staying hydrated. We carry a water bottle (48% of us, anyway) daily, we sip throughout the day, and we (58%) assume we’re drinking more than the average person.
However, the Liquid I.V.® Hydration Vitality Barometer Report™, which surveyed more than 5,000 adults across America, reveals something surprising hiding in plain sight: most Americans are far less hydrated than they believe.
The Hydration Gap: What We Believe vs. How We Reportedly Feel
According to our findings, 96% of Americans say staying hydrated is important, highlighting that hydration is universally valued. But here’s the twist: Only 44% say they feel mostly or completely hydrated on a typical day. And it doesn’t stop there. Eight in ten people report experiencing what we call ‘Hydration Regret’, those moments when you realize you didn’t drink enough and now you’re dragging, foggy, or wishing you’d made hydration a priority earlier.
If Everyone Knows Hydration Matters, Why Are We Still Failing?
The Liquid I.V.® Hydration Vitality Barometer Report uncovered the ‘Hydration Gap’ is real and universal, it’s a problem of routine and not knowledge, and that hydration fosters proper connection. The data shows that Americans aren’t ignoring hydration. They’re simply overwhelmed by the realities of daily life:
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33% drink fewer than five glasses of water a day
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Nearly 50% don’t regularly carry a water bottle
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Most people only hydrate after potential dehydration signs* hit, including thirst, headaches, fatigue, or brain fog
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Working Days are reported to be the third most common time Americans are feeling dehydrated
“People value hydration. But modern life makes it difficult to practice consistently,” says Mike Keech, CEO of Liquid I.V. Hydration isn’t failing because people don’t care, it’s failing because it’s not built into our routines.
Hydration Has Become a Daily Performance Essential
One of the most interesting shifts in the research is why people hydrate today. Hydration is no longer
prioritized for perceived fitness or appearance goals. It’s about getting through the day with energy, clarity, and connection. Top reasons people reportedly hydrate now include energy (especially among men, 38% cite it as their #1 reason), mental clarity, immune support, feeling more present with others, managing long workdays, travel, and high-pressure moments.
Hydration has become a foundation for how we show up at work, with family, and in our communities. As Keech explains, “When hydration is understood as a foundation for daily performance and connection, the standard needs to change.”
Even the Most Hydrated People Across the U.S. Aren’t Hydrated Enough
To understand how hydration habits vary across the country, Liquid I.V. introduced the Hydration Vitality Score, a new measure of hydration habits, behaviors, and self‑reported feelings across the top 50 U.S. cities. Cities like Boston rank highest, but even there, more than a third of residents frequently wish they’d hydrated better. Meanwhile, cities like Raleigh, Denver, and Las Vegas struggle with consistency despite high awareness. The pattern is universal: Hydration is valued everywhere, but practiced inconsistently everywhere.
Liquid I.V.’s Commitment: Closing the Hydration Gap
With insight comes action. This research is only the beginning, and Liquid I.V. is taking action. By 2030, the brand will distribute more than 30 million hydration sticks through community partnerships, sampling programs, and access initiatives designed to help close the ‘Hydration Gap’ in real, practical ways.
This summer, we also created the “Tear. Pour. Hydrate More. Tour”, a 22-city tour with our fleet of Hydratrucks, custom-built Rivians featuring HOPE Hydration refillable water stations and our newest innovation, Hydration Multiplier**®** Sugar-Free Ring Pop**®** Cherry. We’re stopping by the most self-reported dehydrated cities in America to meet people where they need hydration most. The tour starts this month in New York City (Hydration Vitality Score of 60).
“If hydration is foundational to energy, focus, and wellbeing, then expanding access is not optional. It’s necessary,” says Brittany Shaw, Vice President of Integrated Marketing at Liquid I.V.
Hydration Backed by Science, Designed for Real Life
Liquid I.V. has long been committed to redefining hydration through LIV HYDRASCIENCE™, our proprietary, science‑backed technology that optimizes electrolytes, vitamins, and nutrients to help water do more. Every stick is designed to support real life made up of long days, busy schedules, travel, workouts, and everything in between.
With the launch of the Liquid I.V. Hydration Vitality Barometer Report, we’re setting a new national benchmark for how hydration is measured, discussed, and improved. Hydration isn’t an afterthought anymore. It’s a daily essential, and we’re here to help close the gap.
See here for the full Liquid I.V.® Hydration Vitality Barometer Report and here to find stops on the Tear. Pour. Hydrate More. Tour.
About the Liquid I.V.® Hydration Vitality Barometer
The Liquid I.V.® Hydration Vitality Barometer is a nationwide quantitative study conducted March 3 through March 17, 2026, among 5,060 U.S. adults, with at least 100 respondents in each of the top 50 U.S. media markets. Results have a margin of error of plus or minus 1.4 percentage points at the ninety five percent confidence level. The study explores hydration beliefs, behaviors, motivations, and barriers, and introduces the Hydration Vitality Score as a standardized measure of perceived hydration.
* These are possible signs of mild to moderate dehydration. If you have any underlying health concerns or if these signs persist, please consult a healthcare professional.