According to new Nielson research, adults are presently a third of Pedialyte’s users. Pedialyte, a hydration drink traditionally targeted at children and infants, is now being touted as a cure for hangovers. Since 2012 the popular oral electrolyte beverage (owned by Similac formula parent company Abbott Laboratories) has seen a 57 percent increase in use by adults thanks to its believed effectiveness in alleviating dry mouth, headaches and nausea.
The previous reported average of adult use of Pedialyte has generally ranged somewhere between 10 and 15 percent. Nielsen tracking has shown a 22 percent growth in retail sales between the years 2012 and 2014.
While the company was not forthcoming in sales statistics, they were not so shy about announcing the launch of their “See the Lyte” social media campaign. They are introducing packets of Pedialyte in strawberry-lemonade and orange flavors. The packets are sized to fit into the shirt pocket or purse of and perennial partier.
Sources at NBC.com reported that new Pedialyte already has new advertisements ready. Some ads include topless men. Others include such questionable statements as: “When last night’s party threatens to ruin today, those in the know reach for Pedialyte.”
Unfortunately, for the binge drinkers who pick up Pedialyte there is not yet any proven universal cure for a hangover as the causes of hangovers are complicated. Dr. Robert Swift, a professor of psychiatry and human behavior at Brown University’s Alpert Medical School in Providence, Rhode Island, did say in Pedialyte and its major competitor Coca-Cola’s Gatorade do aid in treating dehydration caused by hangovers.
Swift stated: “The thing about Pedialyte, Gatorade and things like that, there is an optimal concentration to absorb glucose and electrolytes and fluid from the intestines.”
Additionally, the company has put up website posts regarding Pedialyte and the product’s ability to replenish different nutrients lost from “alcohol deprivation.” Pedialyte representatives will be hitting the streets this summer handing out free samples of the drink at various sporting events and music festivals.
Is Pedialyte The New Cure For Hangovers?