Prime Hydration is Gen Z and Gen Alpha's Newest Obsession
Kanesa David — October 27, 2022 — Lifestyle
References: drinkprime & thedrum
Prime Hydration, founded by YouTubers and influencers Logan Paul and KSI, is a hydration-focused beverage brand designed to fuel any lifestyle. Described as this season’s “must-have item,” Prime Hydration’s beverage lineup is extremely rare due to its popularity and oftentimes sells for double its price on websites like eBay. The brand, which has gained significant popularity due to its humongous Gen Z and Gen Alpha customer base, provides hydration drinks in flavors like ‘Blue Raspberry,’ ‘Tropical Punch,’ ‘Lemon Lime,’ and more. Prime Hydration is also the “official hydration partner” of Arsenal FC.
Dedicated fans of the brand have been seen lining up outside Asda locations as the online grocer is the only stockist for Prime at the moment. Due to its scarcity, consumers will pay more than its retail price to get their hands on a bottle.
Prime Hydration can be purchased online at the brand’s website whenever its products are back in stock.
Image Credit: Prime Hydration
Dedicated fans of the brand have been seen lining up outside Asda locations as the online grocer is the only stockist for Prime at the moment. Due to its scarcity, consumers will pay more than its retail price to get their hands on a bottle.
Prime Hydration can be purchased online at the brand’s website whenever its products are back in stock.
Image Credit: Prime Hydration
Trend Themes
1. Influencer-backed Products - The rise of Prime Hydration shows the potential success of products marketed and endorsed by influencers such as YouTubers.
2. Popularity of Hydration Drinks - Prime Hydration's success highlights the growing popularity of hydration-focused drinks, especially among younger generations like Gen Z and Gen Alpha.
3. Scarcity Marketing - The scarcity of Prime Hydration's products has created a high demand and willingness of consumers to pay above retail price, showcasing the power of scarcity marketing.
Industry Implications
1. Beverage Industry - The popularity of Prime Hydration and its unique flavor offerings highlight potential opportunities for innovation and disruption within the beverage industry, specifically in the hydration market.
2. Influencer Marketing - The success of Prime Hydration as an influencer-backed product shows the potential of influencer marketing in reaching younger demographics and driving sales.
3. E-commerce Industry - The high demand and scarcity of Prime Hydration's products has created opportunities for disruption within the e-commerce industry, specifically in terms of inventory management and distribution tactics.
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