# PepsiCo, Gatorade’s parent company, wants to broaden its reach to non-athletes.

*business · news · 2026-04-16 · Japan Today*

## Key points

- Gatorade is now targeting non-athletes for hydration, not just traditional athlete consumers.
- A new drink, Gatorade Longer Lasting, will launch next year with glycerin and electrolytes.
- Unit sales of sports drink mixes rose nearly 20% in a year, while bottled water remained flat.
- Gatorade's lower-sugar versions and removal of artificial colors are attracting new non-athlete customers.
- 150 new sports and hydration brands have entered the market in the past few years, increasing competition.

**Companies:** PepsiCo, Coca-Cola, Unilever, Liquid I.V., Skratch Labs
**Countries:** United States

[Read the full story on Japan Today](https://japantoday.com/category/business/gatorade-inventor-of-the-sports-drink-is-getting-a-rebrand-targeting-non-athletes)

---

Canonical: https://newsio.io/n/d03d88d7-2aec-4a9e-82ef-62cc766c87ac/pepsico-gatorades-parent-company-wants-to-broaden-its-reach-to-non-athletes-the
Summarized by Newsio from Japan Today. https://newsio.io/how-it-works