Gatorade finding consumers have a thirst for—lots of other drinks
The loss of market share does not necessarily spell death for the PepsiCo-owned and Chicago-based brand, as the sports drink category itself has expanded, to almost $9.3 billion in 2020 from $7.4 billion in 2015. But where the 56-year-old brand once stood practically alone as a healthy alternative to soft drinks, hydration options now abound. New brands that bend the definition of a sports drink are flooding the market, pulling in new consumers. Experts say Gatorade would be wise to watch its back, especially at a time when consumer behaviors are changing so rapidly. "This is almost like an o...
Source: adage.com