As Gatorade approaches its 60th birthday, the brand is staying spry, branching out into new categories from unflavored water to energy drink mixes.
Since its founding in 1965, Gatorade has been the dominant sports drink. It accounted for 63.5% of the U.S. sports drink market in 2023, according to Euromonitor International data.
Owner PepsiCo’s archrival Coca-Cola takes the second and third slots with Powerade, a perennial No. 2 choice to Gatorade, and Bodyarmor, a newer addition to its portfolio. But combined, Coke’s two brands account for only about a quarter of the U.S. sports drink market. Last year, Pepsi reorganized its portfolio to house Propel, Muscle Milk and other fitness-related brands under the Gatorade name.
But Gatorade’s dominance doesn’t mean that it can rest on its laurels. As more competitors enter the market, the brand has tried to reinvent itself.
“There’s probably…
