The Inevitable Comes To Pass: Pedialyte Targeting Hungover Adults

Although we acknowledge the fact that all of our readers are surely shining examples of fun in moderation, perhaps you may have known someone in your adult life who, after having had a few too many Brandy Alexanders, has attempted to rehydrate the next morning with the same drink your mom gave you when you stayed home with a stomach bug. Pedialyte feels your pain, and it’s definitely taking of its popularity among adults.

There’s nothing to be ashamed of, after all — it’s like Johnson’s Baby Shampoo: Just because it’s for babies doesn’t mean parents can’t use it too.

And mom, dad and friends are drinking it, Pedialyte says, with adult consumption growing by almost 60% since 2012, accounting for more tan a third of the company’s sales, Heather Mason, an executive vice president at Abbott Laboratories, the manufacturer told the Wall Street Journal.

The company doesn’t disclose sales but said that retail sales tracked by Nielsen have gone up 22% to $102 million in 2014 from 2013, giving it a 58.2% share in the $167 million U.S. oral electrolyte market.

The historical average of adult drinkers was more in the 10% to 15% average range, she noted.

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