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Gatorade turns on the tap, introducing alkaline water to its latest product offerings

PepsiCo’s Gatorade has diversified its product portfolio, launching unflavoured alkaline water and energy drink mixes.

Consumer demand for better-for-you hydration is pushing brands to innovate. Gatorade accounted for 65% of the US sports drink market in 2022, according to global market research company Euromonitor. However, rising competition from emerging brands such as Coca-Cola's Bodyarmor, Prime Energy, Coco5, Barcode, and evolving consumer preferences, have put pressure on Gatorade’s market share. To keep up with this competition, Gatorade has responded by launching multiple new products: Propel, a range of enhanced water in various formats, and Gatorade Water, the brand's first unflavoured, alkaline water.

Gatorade was first formulated in 1965 by a team of scientists at the University of Florida. Their goal was to create a sports drink that quenched thirst and replaced the bodily fluids lost during physical exertion. The result was a drink containing salts and sugars that could be absorbed easily by the body.

The brand was then bought by Quaker Oats in 1983 and eventually sold to PepsiCo in 2000. Since being acquired by PepsiCo, Gatorade has become one of the company’s largest brands. In 2015, Gatorade became the official food and beverage partner of the National Basketball Association (NBA), and the only drink, aside from water, that consumers can find court-side at NBA games.

Consumers want better-for-you sports drink options

Gatorade may hold the sports drink market share in the US but changing consumer preferences and health consciousness call for adaptation and innovation within the space. Gatorade Thirst Quencher, its flagship product, may have been a popular option for people in the past, but the drink contains 48 grams of sugar per 360-millilitre bottle, nutritional values that might no longer appeal to the health-conscious consumer.

According to Mintel, in 2021 almost half of UK adults who did not consume sports drinks avoided them due to their high sugar content. The 43% of consumers who did drink them, drank sugar-free/zero-sugar options.

In the US, Mintel data shows that consumers want enhanced hydration and vitamin- and mineral-fortified options. Staying hydrated was one of the most important health goals for 83% of US adults, and 61% agreed that sports drinks were more hydrating than water alone. In addition, 37% agreed that energy drinks fortified with a variety of vitamins and minerals were healthy.

Gatorade’s enhanced water offerings

Preferences for healthier options are driving demand for low-sugar, natural, and fortified sports and energy drinks. Gatorade, and other companies within the space, are responding by adapting their offerings with products aligned with these changing consumer preferences for health and convenience. Rabobank beverage analyst Jim Watson, speaking to CNBC, said: "There’s probably been more change in the industry in the last five years than there was 20 years before."

Gatorade is focusing on new product development to keep up with these demands. Brand president Mike Del Pozzo, speaking to CNBC, outlined how the line between wellness and hydration has blurred.

In 2023, PepsiCo reorganised its portfolio to house Propel, an enhanced-water brand, under Gatorade. Propel comes in water, powder, and tablet formats, and according to Del Pozzo, is projected to cross $1 billion in sales in 2024.

In February of 2024, the brand introduced its first unflavoured water – Gatorade Water –, which according to Gatorade, is alkaline with a pH level of 7.5 and infused with electrolytes.

Brands are catering to consumer demand for enhanced hydration

Gatorade is not the only company within the sports drink market looking to innovate. Mintel’s Global New Product Database (GNDP) highlights various brands tapping into consumer preferences within the space.

Liquid I.V.’s Hydration Multiplier is an on-the-go electrolyte powder sachet, which it claims offers two to two and half times faster hydration than water alone and provides five essential vitamins — B3, B5, B6, B12, and C.

Blood orange-flavoured Nootropic Clean Energy Drink by Acti+ was launched in the UK in 2023 and contains sparkling water, caffeine, zinc, vitamins B5, B6, B9, B12, C, is sweetened with stevia, and provides three calories per 250ml can.

In India, Blife MuscleBlaze MB launched an energy drink powder targeted at gamers. Candy Rush Game On Drink contains taurine, choline, and shankhpushpi (a herb traditionally used in Ayurvedic medicine), which it claims supports cognitive health.

Waterdrop, an Austrian brand founded in 2016, recently joined the sports drink market with its launch of Microlyte, a range of sugar-free cubes that focus on rapid hydration. The cubes contain electrolytes, vitamins, and minerals. Its dissolvable format offers convenience and helps to contribute to reducing bottle waste, the company says.