Forty Ounces of Hydrated Consumer Behavior: A Close Look at the Brands Driving the Unexpected Rise of Hydration Accessories

Alexandra Pastore and Kanika Talwar
·6 min read

Who would have thought that the most talked about accessory in 2024 would emerge as a branded water tumbler? But for the youth of America, these candy-colored tumblers are about more than just hydration, representing instead a status symbol for the cool kids of the next generation.

And while escalated in recent months, reusable water bottles have been gaining in popularity for years and aren’t exactly new. Still, social media influencers are going viral as they increasingly discuss their favorite tumbler brands, stocking up on colors and sizes, reviewing new releases and even presenting humorous takes on the phenomenon.

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Solidifying its role in today’s cultural zeitgeist, the Stanley cup was the focal point of a “Saturday Night Live” sketch called “Big Dumb Cups” in January where the actors compared the big tumblers to previous trends in fashion and referenced recent news stories where shoppers were injured trying to get the latest Stanley style.

The most popular brands within the market tout new features like the ability to stay cold longer and appeal to conscious consumers who prioritize health and sustainability. Many also gain attention for new color releases and design collaborations.

As the hype continues, WWD takes a head-to-head look at the top brands on the market.

Stanley

Named after its founder, William Stanley Jr., Stanley was founded in 1913 with the mission of being there for any adventure, helping to provide an alternative to disposable lifestyle behaviors. The brand’s products say they are “Built for Life” so that consumers never have to replace them. Stanley’s sustainability promise also includes a commitment to sustainable practices across its entire supply chain including manufacturing and packaging.

The company recently faced some scrutiny from consumers who learned that Stanley uses lead in its manufacturing, though the company issued a statement assuring its customers that while lead is used in its manufacturing process there is only a risk of exposure if the cover on the bottom of the tumbler comes off.

Today the brand is popular for its Quencher H2.O FlowState Tumbler, which is available in 64 oz ($60), 40 oz ($45), 30 oz ($35), 20 oz ($30) and 14 oz ($20) in a variety of colors and made with 90 percent recycled 18/8 stainless steel and a reusable straw. The tumbler is double-wall vacuum insulated and dishwasher safe. Stanley’s tumbler was given the collaboration treatment with Starbucks, which was released for Valentine’s Day. The cup was so in demand that riots broke out amongst consumers who rushed to purchase them in stores and were later seen for sale with a price tag of $252.

Yeti

Yeti is a modern-day case study of the American Dream. Founded in 2006 by Texas brothers Roy and Ryan Seiders, the duo started off making durable coolers for their fishing trips. The company is known to offer its consumers durable outdoor lifestyle and performance products.

The evergreen Rambler is a vacuum-insulated water bottle with 18/8 pro-grade stainless steel. The Rambler comes in a wide variety of sizes from junior’s 12 oz and up to 64 oz; it retails from $25 to $65.

Coleman

Since 1900, Coleman has been a fixture within the outdoor recreational space. Founder W.C. Coleman invented the first portable, gas-powered lantern and WWII soldiers used the company’s camping stove in Europe. Later the company continued to add products in the outdoor lifestyle sector with sleeping bags, lighting and more.

The brand’s FreeFlow Autoseal water bottle comes in 24 oz and 40 oz sizes retailing for $29.99 and $35.99, respectively. It features a double-walled vacuum-insulated 18/8 stainless steel with a registered trademarked button-operated lid that automatically seals itself to eliminate spills and leaks.

Hydroflask

Based in the Pacific Northwest, Hydroflask was founded in 2009 by Travis Rosbach who was dissatisfied with the commercial water bottle market and created his own. American conglomerate Helen of Troy later purchased the company in 2016 from tech investor Scott Allen. The bottle gained prominence in late 2019 and early 2020 — especially amongst Gen Z and photo editing app, VSCO, users. In many ways, consumers saw the brand as a symbol of being cool and having a passion for the environment.

Hydroflask comes in a variety of customizable colors and styles with the standard mouth, wide mouth, oasis and different mouth lids with straw, flex chug cap, flex straw cap and trail series. Sizes start from 18 oz and go up to 128 oz, retailing from $29.95 to $124.95.

S’well

Describing themselves the “originator of the fashion hydration accessory,” S’well has been popular with its wide range of collaborations. Past partnerships include Liberty London Fabrics, Lily Pulitzer, Wölffer Estate, Swarovski, Nintendo, Brooklyn Public Library, Kourtney Kardashian’s Poosh, photographer Gray Malin and designer Timothy Goodman.

Sarah Krauss founded the company in 2010 after attending a Harvard Business School panel on the global clean water crisis; S’well later expanded into Target with its Sip by S’well line. The BPA/BPS-free reusable Original Bottle comes in 9 oz ($25), 17 oz ($35) and 25 oz ($45) sizes, with a triple-layer insulation with its registered trademarked Therma-S’well technology.

Owala

Owala was created after its founder Steve Sorensen witnessed customers using the BlenderBottle, also Sorensen’s invention, for an everyday water bottle. His research found that there was a divide between people preferring spouts and others preferring straws; Sorensen thus decided to give the people both.

The renowned two-in-one invention, FreeSip, comes in stainless steel from 19 oz ($24.99) to 40 oz ($37.99) or the 25 oz Tritan ($14.99). Tumblers also stand out for unique, bright color combinations. With more than 272 million views on TikTok and limited-edition drops reselling for $400, it’s no wonder it was named Time’s best invention for 2023.

Simple Modern

Founded in 2015, Simple Modern is younger than many of its competitors on the market. The company claims a mission-driven and value-based infrastructure that strives to deliver unique styles for both adults and children at generous price points (the 40 oz tumbler sells for $29.99). With the mission statement “we exist to give generously,” the company reports giving at least 10 percent of its profits to communities around the world annually.

Simple Modern offers its Trek Tumbler, in four different sizes from 24 oz to 50 oz and is dishwasher safe, made of 100 percent stainless steel and double-wall insulation. In addition to creating its tumblers and bottles in various colors, the company has created unique designs through collaborations with Disney, Marvel, DC Comics, Star Wars, Nickelodeon, Hasbro and Fortnight.

BrüMate

BrüMate believes that everyday moments should be celebrated and strives to create products with inspiring designs that are both functional and beautiful. Like other reusable tumblers on the market, the company prioritizes sustainability and utilizes certified recycled content in its manufacturing with the goal of reaching 100 percent recyclable/compostable materials in its packaging.

Wanting to improve the lives of consumers, BrüMate prides itself on doing things differently which it says starts with innovation. The company’s popular Era Tumbler is available in just two sizes (30 oz starting at $39.99 and 40 oz starting at $44.99). The tumbler gained popularity last year on TikTok for being “totally leakproof” given its ü turn feature, which influencers proved by turning it completely upside down and tossing it in their bags to go.

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