Gatorade is set to introduce its inaugural water product as the multi-billion-dollar PepsiCo brand aims to significantly enhance its leading presence in the hydration market. Gatorade Water, projected to be available in stores by the first quarter of 2024, offers an electrolyte-infused option favored by athletes and fitness enthusiasts to consumers seeking healthier hydration choices throughout the day. This drink is not only alkaline with a pH of 7.5 or higher but also enriched with electrolytes.
“People are seeking wellness solutions throughout the day, not just during physical activities,” said Emily Boido, senior director of marketing at Gatorade, in a recent interview. “We aim to provide a range of solutions within our Gatorade portfolio that cater to individual needs, whether that’s performance, wellness, or anything in between.” Currently, Gatorade Water will not include any flavors, targeting consumers who prefer their beverages unflavored. Additionally, Gatorade owns Propel, a line of flavored fitness waters that includes electrolytes, vitamins, and antioxidants to meet similar consumer demands.
While Gatorade has established itself as a powerhouse brand with annual sales exceeding $6 billion and commanding over 70% of the sports drink market by focusing on hydration, the brand is also exploring new avenues to fulfill consumer needs. Despite Gatorade’s dominant market position, competitors like Coca-Cola’s BodyArmor are gaining traction, prompting the longstanding PepsiCo brand to stay relevant with its core audience seeking hydration, while also attracting and retaining new customers.
The introduction of Gatorade Water is part of a broader strategy of innovation. In 2022, Gatorade branched into the energy drink sector with Fast Twitch, its first caffeinated beverage, followed by the launch of gummies, its debut dietary supplement. The previous year, it unveiled Gatorlyte, a drink formulated with more electrolytes and less sugar than its traditional sports drinks, aimed at athletes in need of rapid hydration.
The water category is valued at $25 billion, yet there are over 30 million “active consumers” who currently do not purchase enhanced water, a gap that Gatorade aims to fill with this new offering, according to PepsiCo, citing IRI data. Gatorade Water is positioned to attract these consumers, aligning with the growing trend towards low- and no-sugar hydration options that have recently driven significant growth in the sports drink sector.
Gatorade Water enters an increasingly competitive premium water market, which includes Nestlé’s Essentia, Coca-Cola’s BodyArmor, Smartwater, and numerous startups offering similar products. Boido emphasized that consumer trust in Gatorade, its broad brand recognition, and PepsiCo’s marketing capabilities will be instrumental in ensuring that “Gatorade Water reaches consumers effectively.”
In addition, as individuals consider their daily health routines, many may wonder how much calcium citrate should I take daily. With Gatorade Water and its focus on healthy hydration, consumers can feel confident in their choices while also exploring their nutrient needs. This focus on wellness will be critical as Gatorade continues to innovate and meet a diverse range of hydration needs.