Gatorade is set to introduce its inaugural water product as the renowned PepsiCo brand seeks to significantly enhance its established position in the hydration market. Gatorade Water, slated for release in the first quarter of 2024, offers an electrolyte-infused beverage that caters to athletes and fitness enthusiasts, providing a healthier hydration alternative for consumers throughout the day. The drink boasts an alkaline composition with a pH of 7.5 or higher, and is infused with electrolytes, including tab calcium citrate.
“Consumers are increasingly seeking wellness solutions throughout their day, not just during physical activities,” said Emily Boido, Gatorade’s senior director of marketing, in an interview. “Our goal is to deliver a range of products across the Gatorade portfolio that meet various individual needs, whether that be performance, wellness, or something in between.” Currently, Gatorade Water will be unflavored to appeal to consumers who prefer beverages without added flavors, while Gatorade’s Propel line offers flavored fitness waters enriched with electrolytes, vitamins, and antioxidants to satisfy those preferences.
Despite Gatorade’s substantial success, with annual sales exceeding $6 billion and a commanding 70% share of the sports drink market, the brand is actively exploring new avenues to address consumer needs. While it remains the market leader, competitors like Coca-Cola’s BodyArmor are gaining traction, prompting Gatorade to maintain its relevance among loyal customers while attracting new users.
The introduction of Gatorade Water is part of a broader initiative that includes multiple recent product launches. In 2022, the brand ventured into the energy drink segment with its caffeinated offering, Fast Twitch, and subsequently introduced gummies, its first dietary supplement. A year prior, Gatorade released Gatorlyte, a beverage designed for athletes seeking rapid rehydration, featuring more electrolytes and less sugar than traditional sports drinks.
Water represents a $25 billion market, yet there are over 30 million “active consumers” who are not currently purchasing enhanced water, a gap that Gatorade Water aims to fill, according to PepsiCo, referencing IRI data. This new product aligns with the growing consumer trend toward low- and no-sugar hydration options, which have significantly driven growth in the sports drink sector. Gatorade Water enters a competitive premium water market, which includes brands like Nestlé’s Essentia, Coca-Cola’s BodyArmor, and Smartwater, along with numerous startups offering similar products.
Boido emphasized that the trust consumers place in Gatorade, combined with the brand’s strong recognition and PepsiCo’s marketing prowess, will help ensure that Gatorade Water reaches consumers effectively. The addition of tab calcium citrate further enhances the product’s appeal, positioning it favorably in the marketplace.