Asahi Soft Drinks Conducts "Hydration Awareness Survey"

Asahi Soft Drinks Co., Ltd. (Headquarters: Tokyo; President: Kayoko Kondo) conducted a "Hydration Awareness Survey" targeting 200 men and women in their 20s to 50s with children. The aim was to explore new options for daily hydration and to identify challenges consumers face.

The survey revealed that 20.7% of respondents stated their children dislike drinking water, indicating that one in five children finds it difficult to drink water. While water is widely adopted for daily hydration, media outlets have highlighted issues such as children's dehydration and their aversion to drinking water. This trend is not limited to children but also extends to adults. Approximately 40% of adults reported feeling reluctant or unenthusiastic about drinking water daily, with the most common response being "water is bland and hard to continue."

The survey also found that one in three people expressed negative opinions about drinking water daily, such as "I drink water out of necessity for health," "I force myself to drink it," or "I'd prefer to hydrate with other beverages," highlighting the challenges of water-based hydration.

In response to these challenges, there is high interest in unsweetened, naturally flavored water, with 57.0% of respondents agreeing that "hydration would be easier if water had a natural, unsweetened flavor." This suggests that unsweetened flavored waters, such as lemon water, could be a means to solve hydration challenges.

**[Survey Results Summary]**

**① Approximately 40% of people are reluctant to drink water daily. The biggest challenge is "water is bland and hard to continue."**

**② Do people feel obligated to hydrate? One in three revealed they force themselves to drink water for health reasons.**

**③ Approximately 60% responded that "hydration would be easier" with unsweetened, natural taste and flavor.**

**① Approximately 40% of people are reluctant to drink water daily. The biggest challenge is "water is bland and hard to continue."**

When asked, "Have you ever felt reluctant or unenthusiastic about drinking water daily?" approximately 40% responded "often" or "sometimes." When asked, "What is the biggest challenge you face when hydrating with water?" "water is bland and hard to continue" (18.5%) was the most frequent answer, followed by "even though I know it's for my health, it doesn't become a habit" (14.5%). This result indicates a tendency for many people to feel that water lacks flavor.