# Ultra-Hydrating Drink Mixes Nuun's 'Endurance' is Optimized for Intense Training and Competing By Laura McQuarrie | Published 2019-03-21 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/hydration-drink-mix References: [nosh](https://www.nosh.com/food-wire/2019/nuun-launches-nuun-endurance-hydration-mix/) & [nuunlife](https://nuunlife.com/collections/nuun-endurance) Nuun is known for producing a variety of functional dissolvable tablets that are packed with essential minerals and electrolytes to boost hydration on the go—now it is introducing its 'Endurance' hydration drink mix in a powdered format. [Nuun Endurance](https://www.trendhunter.com/trends/nuun) leverages the work of exercise physiologist and sports nutritionist Stacy T. Sims, PhD, particularly her disruptive research on hydration. In December 2018, the [California International Marathon](https://www.trendhunter.com/trends/school-lunch-program) (CIM) became known as the "deepest American marathon ever," with a high number of athletes qualifying for the Boston Marathon and the US Olympic Trials. At the performance running event, Nuun’s long-distance hydration formula was served on-course and at CIM 2019, Nuun will be returning to serve its Endurance drinks. Nuun Endurance is also set to be served at a variety of major marathons and other endurance events across North America. ## Trend Insights (Trend Hunter) - Score: 3.5/10 - Popularity: 37% | Activity: 60% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Health](https://www.trendhunter.com/health) ## Key Themes ### What Makes This Trend Stand Out - **Functional Dissolvable Tablets:** Opportunity to innovate by developing new dissolvable tablets with different functional benefits. - **Powdered Hydration Drink Mixes:** Potential for disruption by creating powdered hydration drink mixes for convenient use during intense training and competing. - **Endurance Hydration Research:** Chance to disrupt the market by conducting further research on endurance hydration and developing new products based on the findings. ### Sectors Adopting This - **Sports Nutrition:** Opportunity for disruptive innovation in the sports nutrition industry by creating new products that optimize hydration during intense physical activity. - **Athletic Events and Marathons:** Potential to disrupt the market of athletic events and marathons by providing innovative hydration solutions that enhance performance and endurance. - **Fitness and Training:** Opportunity for disruptive innovation in the fitness and training industry by offering new hydration products and technologies that improve hydration levels during intense workouts. ## Related on Trend Hunter - [Orange-Flavored Electrolyte Powders](https://www.trendhunter.com/trends/nunn.md) - [Gut-Friendly Endurance Drinks](https://www.trendhunter.com/trends/endurance-drinks.md) - [Fast-Hydrating Sports Beverages](https://www.trendhunter.com/trends/inspired-nutraceuticals.md) - [Endurance-Focused Pre-Workout Supplements](https://www.trendhunter.com/trends/move-endurance-pre-workout.md) - [Hydration-Optimizing Drink Mixes](https://www.trendhunter.com/trends/tailwind-nutrition-rapid-hydration.md) - [Endurance-Focused Sports Drink Mixes](https://www.trendhunter.com/trends/high-carb-fuel.md) - [Hydrating Electrolyte Drink Mixes](https://www.trendhunter.com/trends/hydrating-electrolyte-drink-mix.md) - [Zero-Sugar Electrolyte Packs](https://www.trendhunter.com/trends/xtend-healthy-hydration.md) - [Pre-Exercise Electrolyte Drinks](https://www.trendhunter.com/trends/sugarbreak.md)