"Jack Doggett, a food and drink analyst, noted that 60% of consumers who buy sports drinks aren't athletes but want the functional ingredients those drinks provide, like electrolytes for hydration and carbohydrates for energy. 'People are using these drinks more for wellness and daily maintenance,' he stated."
"Mike Del Pozzo, president of U.S. beverages at PepsiCo, mentioned that 150 new brands have entered the hydration space in recent years, creating risk and pressure on credibility. He emphasized the need for Gatorade to communicate its scientific foundation and product benefits more clearly."
Gatorade is expanding its target market to include non-athletes who desire hydration solutions for various situations. The brand's new packaging emphasizes the functional benefits of its drinks, appealing to consumers interested in health. Research shows that 60% of sports drink buyers are not athletes but seek ingredients like electrolytes. The market for sports drink mixes has grown significantly, while bottled water sales have stagnated. New brands are entering the market, prompting Gatorade to emphasize its scientific foundation and product efficacy.
Read at Fast Company
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