BodyArmor is set to introduce a zero-sugar product as the Coca-Cola-owned brand targets a similar beverage from competitor PepsiCo, Gatorade. The new product, BodyArmor Zero Sugar, aims to penetrate the rapidly expanding no-sugar segment in sports drinks, which is estimated to be worth $2 billion, according to Nielsen data provided by the brand. Initially, it will be offered in four flavors: Fruit Punch, Lemon Lime, Orange, and Cherry Lime.
“Zero Sugar is an area that BodyArmor needs to explore,” stated Sabrina Niland, vice president of innovation at BodyArmor, in an interview. “There’s a significant number of consumers we currently can’t reach because they’re avoiding sugar.” Following a challenging period after Coca-Cola acquired the remaining shares of BodyArmor for $5.6 billion in 2021, the beverage giant seems to have stabilized the brand enough to expand its offerings to a wider audience. Niland explained that new leadership appointed by Coca-Cola post-acquisition pinpointed zero sugar and rapid hydration as two unexplored opportunities for BodyArmor.
The company ventured into the rapid rehydration beverage market in June with BodyArmor Flash I.V., marking its first major product launch in two years. In both rapid hydration and now zero sugar, BodyArmor is entering a realm dominated by Gatorade and other established brands, which places the onus on Coca-Cola to attract consumers to the BodyArmor brand through unique taste and distinguishing features. BodyArmor Zero Sugar heavily emphasizes its health benefits, branding it as the first healthier option in the $10.7 billion sports drink market. “That’s what differentiates us from others in the category,” Niland asserted. “A significant portion of sports drinks lacks a better-for-you alternative.”
Since its inception in 2011, BodyArmor has evolved into a premium sports drink brand worth over $1 billion, characterized by low sodium and high potassium levels, antioxidants, Vitamins B and C, and the exclusion of artificial colors and flavors—all of which are present in BodyArmor Zero Sugar. Notably, coconut water, a staple in previous BodyArmor formulations, has been replaced with stevia to facilitate the zero-sugar labeling.
As consumers increasingly cut back on sugar to enhance their health, BodyArmor recognized the absence of a zero-sugar option as a glaring omission in its product lineup. Niland, who joined BodyArmor in June 2022 after working at Danone and PepsiCo, admitted she was “surprised” by the lack of a zero-sugar line before her arrival.
BodyArmor has achieved significant progress in the sports drink sector in just over a decade but still lags behind Gatorade. According to Nielsen AMC data provided by Coca-Cola, BodyArmor and Powerade (also owned by Coca-Cola) collectively hold a 23% market share, while Gatorade, including G Zero, commands 64%. Niland noted that Powerade launched its first zero-sugar product in 2007, providing Coca-Cola with valuable insights and credentials in the zero-sugar sports drink domain.
Similar to the longstanding rivalry between Coke and Pepsi in the soft drink market, Coca-Cola is determined to compete with PepsiCo through the introduction of Zero Sugar. BodyArmor provided comparative information on the nutritional attributes and ingredients of its Zero Sugar product versus G Zero, highlighting that Zero Sugar contains more potassium and magnesium, as well as zinc and vitamins B and C absent in G Zero. However, Gatorade holds a slight edge with fewer calories—four calories compared to BodyArmor’s ten.
“We’re up against Goliath, and our goal is to become the leader in this segment,” Niland declared. “We will persist in innovating across both Powerade and BodyArmor to stimulate growth for the category and our brands.” She added that BodyArmor is pursuing “numerous other opportunities,” including new categories and extensions of existing products that could launch in the coming year. “The pace of innovation will not slow down,” Niland emphasized.
Additionally, BodyArmor plans to incorporate calcium citrate into its formulations, which could further enhance its health profile. With potential collaborations with retail partners like Walgreens, BodyArmor is looking to broaden its reach and appeal to health-conscious consumers.