For much of Gatorade’s nearly 60-year history, the PepsiCo-owned brand has developed a reputation as a go-to offering for quenching the thirst of athletes and fitness aficionados.
But as everyday consumers look for more from the water and other beverages they drink, Gatorade is focusing its attention on introducing hydration products aimed at a previously underserved segment for the $6 billion-plus brand. Its newest product offering launching this week is Gatorade Hydration Booster, a electrolyte drink powder for all-day hydration.
“We continue to innovate new spaces and think about ways to continue to address a consumer’s ever-evolving hydration needs,” Marissa Pines, senior marketing director for PepsiCo’s Gatorade Portfolio, said in an interview. “We’ve been so grounded in performance and on-the-field moments. … This is our first take at something that’s really all-day hydration-focused in the enhancers space.”
Pines said that compared to ready-to-drink beverages, people using enhancers tend to skew more female, focus heavily on an active lifestyle and value convenience, sustainability and what goes into the products they consume.
These are the major reasons why Gatorade Hydration Booster doesn’t have a ready-to-drink counterpart, the first time the brand has launched a powdered enhancer to stand on its own. The product is backed by a marketing campaign with the tagline, “Put Your Water to Work,” to spotlight everyday moments beyond the field where Gatorade Hydration Booster can provide accessible and convenient hydration.
The new offering allows Gatorade to carve a deeper presence in the fast-growing beverage enhancers category. The segment has surged 63% to $2.8 billion during the last three years, according to Circana data provided by PepsiCo.
”We know that there’s a massive opportunity here,” Pines said.
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Courtesy of PepsiCo
Each packet of Gatorade Hydration Booster — which comes in three flavors: Strawberry Watermelon, Tropical Mango and Citrus Berry — has electrolytes from watermelon juice, sea salt, sodium citrate and potassium salt. Gatorade Hydration Booster also contains 100% of the daily value of essential vitamins A, B3, B5, B6 and C and has no artificial flavors, sweeteners or added colors.
Pines said Gatorade may develop additional products that make more sense in a powdered-only format than in a ready-to-drink bottle.
“More and more, consumers are embracing this category, joining this category,” she said. “People want to drink more water. It’s one of the top reasons that they use beverage enhancers, and so giving them the chance to make that water work even harder for them is really something we’re excited about and passionate about.”
While Gatorade has become a juggernaut brand controlling more than 70% of the sports drink market by focusing on hydration, the brand is looking for other ways to meet the needs of the consumer. Increasingly, Gatorade has introduced products that address gaps in its portfolio, key to boosting sales and keeping people within the brand.
Earlier this year, Gatorade launched its first-ever water offering — an electrolyte-infused beverage for athletes and exercise buffs looking for a healthier hydration offering throughout the day.
The brand also entered the energy drink category with its first caffeinated beverage called Fast Twitch in 2022. A year earlier, it launched Gatorlyte, a beverage with more electrolytes and less sugar than its traditional sports drinks that is aimed at athletes who want “rapid rehydration.”
“You may have the same consumer using a lot of these different products throughout the day or throughout the week, depending on what it is that they’re doing,” Pines noted. “But we know that there are a lot of people who are not necessarily consuming some of these other categories, who are engaging in beverage enhancers, which is why this format is so important for us to be delivering across those needs.
Gatorade Hydration Booster is not the first electrolyte powder or tablet to reach the market, joining others such as Unilever’s Liquid I.V. and Nestlé’s Nuun.
Pines said Gatorade’s product will stand out “in a somewhat crowded category” due to the brand’s widespread recognition, credibility and scientific knowledge. Some other offerings, she said, also are more geared toward rapid rehydration with electrolytes rather than general all-day hydration, which Gatorade Hydration Booster addresses with its electrolyte blend and vitamins.
