business / news / / Japan Today
PepsiCo, Gatorade’s parent company, wants to broaden its reach to non-athletes.
Gatorade is now targeting non-athletes for hydration, not just traditional athlete consumers.
KEY POINTS
- 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
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