""People are using these drinks more for wellness and daily maintenance. It's easy to say that the wellness consumer is the young consumer, but older generations are also drinking these drinks for hydration.""
""That puts a lot of risk on the category and pressure from a credibility perspective. Some that are coming in are building on the science that we created.""
Gatorade is expanding its target market beyond athletes to include non-athletes seeking hydration solutions. PepsiCo aims to attract consumers looking for functional beverages for various situations, such as travel or recovery. Research indicates that 60% of sports drink consumers are not athletes but value the health benefits, like electrolytes and carbohydrates. The market for sports drink mixes has seen significant growth, with new brands entering the space, increasing competition and prompting Gatorade to emphasize its scientific foundation and innovation.
Read at Los Angeles Times
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