Gatorade enters new categories — even unflavored water — as competition to hydrate consumers ramps up

As Gatorade approaches its 60th birthday, the brand is expanding into new categories. It remains the dominant sports drink, capturing over 60% of the U.S. sports drink market in 2023. PepsiCo’s main competitor, Coca-Cola, holds the second and third positions with Powerade and Bodyarmor. Despite new entrants, Gatorade continues to reinvent itself. Other brands like Unilever and Nestle Health Science have also entered the sports drink market. Smaller brands, including influencer Logan Paul’s Prime Energy, have also put pressure on Gatorade. Gatorade has responded by launching new products to cater to changing consumer preferences. Overall, Gatorade’s market share is expected to improve this year.