The "white" hose we use for fresh water is so stiff it's hard to handle. We've used it for several years, so age hasn't made it more flexible. All those we've seen in the stores are about the same. Are they all that way?
What brand is it? The Apex Hose is guaranteed not to kink for life. If it does, contact Apex for details. They will ask you to cut off the ends of the hose showing the Apex name, take a picture of the two ends and send it to them. They in turn will send you a new hose. I did this for a real old hose. IMO, the 1/2" hose is more flexible.