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Decades ago, before anyone started thinking about hydration, we were fine. But now we don't go anywhere without our water bottles. And these water bottles are getting bigger and bigger.
At 40 ounces, the US$ 45 Stanley Quencher has become a social media sensation.
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Its popularity caused sales to soar:
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Inventing Hydration
Our story begins in 1945 with a misinterpreted message from the Dietary Guidelines of the National Academy of Sciences. The Guidelines said we needed approximately six glasses of water per day. However, we were also told that “most of this amount is contained in prepared foods.”
The story continues when, at the University of Florida, a coach complained that the heat and humidity were draining his Gators. Until then, no one believed you should drink before exercising. Swaying in our bellies, the water was supposed to slow us down. However, the players felt better after drinking some water, salt and sugar that ended up tasting like lemon juice,
From here, hydration also received a boost from the emerging science of wellness. Soon called 8 x 8, the hydration supposedly gives us smooth skin, healthy kidneys and prevents constipation. During the 1970s, well-being became connected to a newly imported bubbly water called Perrier. Shortly after, the development of plastic bottles allowed us to travel with our water.
And so the idea of hydration was born. Or we could say it was invented. After all, we receive water signals through thirst. Hydration is a different concept. We hydrate ourselves all the time, even when we are not thirsty. And yet, with the exception of people whose kidneys tend to form stones and individuals susceptible to bladder infections, scientific research provides no evidence that 8 x 8 helps our health.
Our bottom line: demand
Demand is a thread that runs through hydration.
First, when explaining the impact of hydration, an economist would analyze the determinants that increase or decrease demand. Citing complementary goods, she would see a consumer increasingly affluent and concerned about health and exercise. As an asset that (supposedly) enhanced each activity, water is a complement. In a graph, we could say that as the demand for well-being and exercise grew, so did the demand for bottled water.
Likewise, with Stanley, a determinant also shifts our demand curve to the right. This time, however, it's utilitarian. Defined as usefulness, usefulness is related to popularity. Invented in 1913 by a man named Stanley, the steel-walled thermos was a mainstay for workers and pilots. Then, 100 years later, it was discovered by the online trendsetters who boosted the usefulness of the thermos. Like the new fashion. The Stanley became fashionable, especially after new colors were added in 2022.
Below you can see how determinants like complements and utility can drive equilibrium as D2 becomes our new demand curve:
While I'm not sure if Stanley has increased their prices, dealers are charging hundreds of dollars for Stanley cups.
My sources and more: It's always wonderful when two articles converge. For me it was a combination of Toil newsletter about Stanley with a Decoder Ring podcast about hydration. From there, The Washington Post It is Mother Jones debunked the reasons for “hydration”. And finally, for part of Stanley's story, their website was ideal (and the source of our featured image).
Note that parts of today's hydration story occurred in the past economic life publish.