The PepsiCo-owned brand has been around for nearly 60 years since Gatorade was first introduced, and over that time it has built a reputation as a thirst-quenching go-to beverage for athletes and fitness enthusiasts.
But as everyday consumers look for more from their water and other beverages, Gatorade is focusing on launching hydration products that target previously underserved segments of the $6 billion-plus brand. The latest product, launching this week, is Gatorade Hydration Booster, an electrolyte drink powder that provides all-day hydration.
“We’re continuing to innovate in new spaces and think about how we can continue to meet the ever-changing hydration needs of our consumers,” Marissa Pines, senior marketing director for PepsiCo’s Gatorade Portfolio, said in an interview. “We’ve been very focused on performance and on-field moments. … This is the first time we’ve really focused on hydration throughout the day. In the field of reinforcement.“
Pines said people who use fortifiers, compared to instant drinks, tend to be more feminine, value an active lifestyle and value convenience, sustainability and the ingredients that go into the products they consume.
This is the main reason why Gatorade Hydration Booster does not have a ready-to-drink counterpart. This is the first time the brand has released a powdered booster that can stand on its own. The product is backed by a marketing campaign with the tagline, “Gatorade Hydration Booster illuminates everyday moments beyond the field where it can provide accessible and convenient hydration. “Use the water.”
The new offering gives Gatorade a deeper presence in the fast-growing beverage fortifier category, a segment that has been booming. According to Circana data provided by PepsiCo, it has grown 63% over the past three years, reaching $2.8 billion.
“We know there’s a tremendous opportunity here,” Pines said.
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Provided by PepsiCo
Each packet of Gatorade Hydration Booster comes in three flavors—Strawberry Watermelon, Tropical Mango, and Citrus Berry—and is loaded with electrolytes from watermelon juice, sea salt, sodium citrate, and potassium salt. Gatorade Hydration Booster also contains 100% of the daily recommended value of essential vitamins A, B3, B5, B6, and C, and has no artificial flavors, sweeteners, or added colors.
Pines said Gatorade may also develop additional products that are better suited to be consumed in powder form rather than in ready-to-drink bottled form.
“More and more consumers are embracing this category and joining in,” she said. “People want to drink more water. That’s one of the biggest reasons they use beverage enhancers, and giving them the opportunity to make that water work harder is something we’re really excited about and passionate about.”
Gatorade has become a huge brand that dominates more than 70% of the sports drink market by focusing on hydration, but the brand is looking for other ways to meet consumer needs. Gatorade is increasingly introducing products that fill gaps in its portfolio, which is important for driving sales and keeping people on the brand.
Earlier this year, Gatorade launched its first-ever hydration product, an electrolyte-infused drink for athletes and fitness enthusiasts looking to stay healthy and hydrated throughout the day.
The brand also entered the energy drink category in 2022 with its first caffeinated beverage, Fast Twitch. A year ago, it launched Gatorlyte, a beverage with more electrolytes and less sugar than traditional sports drinks aimed at athletes looking for “quick rehydration.”
“The same consumer may consume a lot of different products throughout the day or throughout the week, depending on what they’re doing,” Pines said. “But we know that there are a lot of people who use beverage enhancers without necessarily consuming some of these other categories, and that’s why these formats are so important to meet that need.
Gatorade Hydration Booster isn’t the first electrolyte powder or tablet to hit the market, other products include Unilever’s Liquid IV. Nestlé nuts.
Pines said Gatorade’s products stand out “in a somewhat crowded category” because of the brand’s broad recognition, trustworthiness and scientific expertise. She said other products focus more on quick hydration via electrolytes rather than general all-day hydration, which Gatorade Hydration Booster addresses with its electrolyte blend and vitamins.
