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Powerade enters hydration space with launch of Power Water

Coca-Cola’s Powerade brand has launched a zero-sugar, electrolyte-enhanced functional water, marking the brand's entry into the hydration space.

Following five years without any product innovations, Powerade has expanded its product portfolio with the launch of Power Water. The product is positioned as a functional flavoured water designed for hydration, claiming to deliver 50% more electrolytes than competing brands.

The initial flavour lineup includes strawberry kiwi, mountain berry blast, watermelon, and tropical pineapple.

The range will be rolled out across the US from October, with an expected launch on Amazon in 2026.

Electrolytes for everyone, not just ultra-marathon runners

The hydration market is evolving, as brands expand their product offerings beyond endurance athletes to a broader range of consumers.

UK startup SULT, for example, targets its electrolyte sachets at “the middle consumer” – people who care about their health but also enjoy a beer on a Friday night.

Major brands and established players are also embracing this growing and inclusive view of hydration.

While Propel Fitness Water was introduced by Gatorade in the early 2000s, the brand undertook a visual identity refresh in 2023, partnering with actor Michael B Jordan to promote accessibility to fitness to a broader audience.

How much is too much? The science behind electrolyte consumption

Electrolytes are minerals that, when dissolved in water, are positively or negatively charged. They play a key role in helping the body regulate chemical reactions and maintain the balance of fluids inside and outside the cells, and in the bloodstream.

When individuals exercise intensely, drinking electrolyte-infused drinks may be a good way to replenish lost fluids; however, this comes with caveats.

The Cleveland Clinic advises that electrolyte sports drinks are beneficial for rehydration after intense physical exercise lasting over an hour, especially in hot conditions. However, sports health dietitian Kate Patton warned: “Not every workout needs to end with a raised sports drink.”

Dr Sara Rosenkranz, associate professor in the department of kinesiology and nutrition sciences at the University of Nevada, told American Heart Association News that most people maintaining balanced, healthy diets and not performing intense exercise probably already consume sufficient electrolytes through their normal food intake.

Who is the target audience for Power Water?

While Powerade does not make it explicitly clear whether its Power Water is aimed at casual hydration or those performing intense exercise, the brand does position the product toward “active lifestyles” and as “go-to fitness hydration”.

Each 20 fluid ounce (591ml) bottle contains 520mg of sodium and 150 to 170mg of potassium.

For comparison, Propel contains 270mg of sodium and 70mg of potassium per serving.

Functional hydration: A growing market

The market for functional or enhanced water, valued at $15.9 billion in 2023, is expected to reach $30.1 billion by 2032.

Electrolytes are just one ingredient brands are using to enhance their offerings. Functional beverage brand Wet Hydration debuted a protein water in October.

The strawberry and kiwi-flavoured water, packaged in a 355ml can, contains 10g of protein from whey protein isolate, 100mg of potassium, 9mg of magnesium, and branched-chain amino acids (BCAAs) L-leucine, L-valine, and L-isoleucine.

Other brands are incorporating fibre into their water offerings to support digestive health.

US-based brand Hellowater has a line of prebiotic fibre-infused waters in four flavours – cucumber lime, orange mango, mixed berry, and pineapple coconut. These beverages contain filtered water, chicory root fibre, citric acid, and natural flavours, and are sweetened with stevia.

And in the UK, ió fibrewater offers its fibre-infused water in two flavours – lemon and lime and strawberry. The brand claims that each 500ml bottle delivers 20% of the recommended daily fibre intake and 100% of daily prebiotic intake, with ingredients including filtered water, chicory root, and corn fibre.