"Jack Doggett, a food and drink analyst with the consulting firm Mintel, said his research indicates 60 per cent 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."
"Mike Del Pozzo, president of U.S. beverages at PepsiCo, said 150 new brands have entered the space in the last few years. 'That puts a lot of risk on the category and pressure from a credibility perspective,' Del Pozzo said."
Gatorade is expanding its target market beyond athletes to include non-athletes interested in hydration. The brand's new packaging emphasizes the functional benefits of its drinks, appealing to consumers' growing interest in health-oriented beverages. Research shows that 60% of sports drink buyers are not athletes but seek ingredients like electrolytes and carbohydrates. Sales of sports drink mixes have increased significantly, while bottled water sales remain stagnant. The market is becoming crowded with new brands, prompting Gatorade to emphasize its scientific foundation and product benefits more clearly.
Read at www.cbc.ca
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