Gatorade mixes up portfolio with vitamin-enhanced Hydration Booster line, as water enhancer market grows
“Gatorade has been in the hydration game for almost 60 years, and over the last several years, we have made lots of strides and [taken] lots of steps to continue to evolve what the portfolio looks like and continue meeting those needs for different athletes [and] different consumers, and Gatorade Hydration Booster is our new electrolyte drink mix that pushes us even further into this enhancers category,” Pines said.
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PepsiCo makes ‘a bigger bet on beverage enhancers’
Available in Citrus Berry, Tropical Mango and Strawberry Watermelon, Gatorade Hydration Booster is a line of electrolyte drink mixes that contain a blend of vitamins A, B3, B5, B6 and C. A six-pack of Hydration Boosters costs $8.99 and can be purchased on Gatorade’s website and Amazon and is rolling out to retailers across the nation.
"Obviously, hydration is our number one job. The presence of electrolytes is a huge focus for consumers, and then the addition of vitamins was way up there. And so, when we think about the vitamin mix ... we know that this is a combination that works really well for consumers," Pines said.
With the help of the Gatorade Sports Science Institute, the brand developed the Hydration Booster line to meet consumer demands for convenient and functional ways to enhance water, tapping into more "everyday lifestyle moments," Pines explained.
The global water enhancer market — including dry mixes and liquid drops — was estimated to be worth $1.68 billion in 2024 and is expected to grow by a 10.03% compound annual growth rate from 2024 to 2028, spurred by new product innovation and demand for functional products, according to a Technavio report.
“For the first time, we are launching a product that was designed with the enhancers category in mind and with the enhancers’ consumer in mind. And so, this is really a new approach for us as we make a bigger bet on beverage enhancers. We have really seen so much growth there, and we know there are consumers who are shopping that set ... who are not necessarily interacting with us elsewhere,” Pines elaborated.
‘Gatorade has been, is and will be the category leader, regardless of who comes along’
The release of the Hydration Booster follows a series of product launches from Gatorade over the years — many similarly announced in September and October — as the brand creates more products for more usage occasions.
Gatorade introduced its electrolyte-infused water last September, and the sports drink brand entered the energy drink category with Fast Twitch the previous year. Additionally, Gatorade released its rapid rehydration product Gatorlyte in 2021.
However, Gatorade is facing several headwinds, including market share gains from sports drink brand PRIME. Additionally, PepsiCo’s North American beverage business saw volumes decline by 3% in Q2 2024, less than the 4% drop in volumes the segment has seen on a yearly basis.
Through its long history and portfolio evolution, Gatorade will maintain the brand’s leadership position in the sports drink category and regain market share, Pines claimed.
“Gatorade has been, is and will be the category leader, regardless of who comes along. We continue to lead in this space. We continue to have world-class scientists backing our product, and the best athletes in the world using our product,” Pines said.
She added, “In the sports drinks category, we continue to be who we are and do what we do, and that means focusing on the athlete, focusing on the consumers and innovating against those new needs. And so certainly, the competitive environment is out there, and it is always going to be out there, but as Gatorade, we are going to continue innovating.”
