![]() However, not all of Gatorade's innovations have paid off. In the second quarter, Pepsi reported double-digit revenue growth for the Gatorade brand. Years of backlash from lawmakers and pediatricians about sports drinks' high sugar and calorie counts didn't help either.īut Gatorade staged a comeback, focusing on options with more electrolytes and less sugar, such as recent spin-offs G Fit, Gatorlyte and Bolt24. Coke purchased full control of Bodyarmor in November for $5.6 billion in a play to increase its market share.Ĭhanging consumer tastes led to slowing sales growth for the sports drink market, even as U.S. Bodyarmor jumped to second place in 2021 with 11.7% market share, overtaking Coca-Cola 's Powerade. sports drink category, holding 73.2% market share with Gatorade and G Zero, according to Euromonitor International data. Beyond being highly caffeinated, it touts "super creatine," which claims to boost muscle performance, but no sugar.īut Pepsi is already the dominant leader in the U.S. Bang Energy, which recently ended an acrimonious distribution deal with Pepsi, markets itself as a preworkout or recovery drink. The upstart markets its beverages as "fitness drinks," and its marketing shows models swinging kettle bells and stretching.Īnother challenger also has ties to Gatorade's parent company. ![]() Over the last three years, the company bought Rockstar Energy for $3.85 billion, launched Mtn Dew Rise Energy with the endorsement of NBA superstar Lebron James and acquired a minority stake in up-and-coming energy drink maker Celsius for $550 million.Ĭelsius is a potential competitor for Fast Twitch. "Two hundred milligrams is the right amount to help athletes seeking benefits for exercise performance," said Matthew Pahnke, senior principal scientist at the Gatorade Sports Science Institute.įast Twitch follows a broader push by Pepsi into energy drinks. Bolt24, another recent offshoot of Gatorade, has just 75 milligrams of caffeine in its Energize line, which is being phased out. For comparison, a 12-ounce can of Red Bull has nearly half as much caffeine but 37 grams of sugar. A bottle of Fast Twitch contains electrolytes, B-vitamins and 200 milligrams of caffeine. ![]() While smaller, it tastes pretty similar to traditional Gatorade. The finished product comes in a petite 12-ounce bottle with brightly colored packaging. Bhasin said Gatorade worked with the NFL and its sports performance experts to develop the specific formula. The new drink is slated to launch in February, but NFL players will be drinking it on sidelines during the upcoming season as part of an exclusive deal with the league. Fast Twitch aims to attract those consumers, offering plenty of caffeine but no sugar or carbonation. But few preworkout drinks exist, and many consumers instead turn to carbonated, sugary energy drinks.Īnuj Bhasin, general manager of Gatorade, said roughly 32 million consumers reject the energy drink category for the negative health effects. The market for preworkout powders is growing, fueled by industry leaders such as Cellucor C4 and RSP Nutrition. The company says Fast Twitch is designed to give athletes an extra boost before their workouts.
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