Hydro Flask is broadening its target demographic and distribution based on HELE’s investments in market research and R&D, the company said at the ICR Conference, as the insulated drinkware market moves beyond its sports and outdoor roots. Entering Costco and a recent launch at Target included design and feature redesigns to meet consumer requests and differentiate from competitors, such as new caps to prevent leaks and allow for easier cleaning. Osprey Packs is also benefiting from category expansion, with sales in daypacks and lifestyle packs outpacing the core technical category. International ... Log in to view full article.