{"id":8203,"date":"2023-09-07T14:51:19","date_gmt":"2023-09-07T14:51:19","guid":{"rendered":"https:\/\/prosfunds.com\/business\/gatorades-newest-drink-water\/"},"modified":"2023-09-07T14:51:20","modified_gmt":"2023-09-07T14:51:20","slug":"gatorades-newest-drink-water","status":"publish","type":"post","link":"https:\/\/prosfunds.com\/?p=8203","title":{"rendered":"Gatorade\u2019s newest drink: Water"},"content":{"rendered":"
\n

\n Gatorade\u2019s newest beverage doesn\u2019t look or taste like its other neon-bright drinks. In fact, it\u2019s just water.\n <\/p>\n

\n The PepsiCo-owned brand, best known for its fruit-flavored sports drinks like Fierce Grape or Frost Glacier Cherry, is adding Gatorade Water. It\u2019s a major bet that the brand can tap into the growing \u201cfunctional water\u201d category (i.e. water that is perceived to have additional health benefits) that\u2019s projected to reach $18 billion in sales in the next two years.\n <\/p>\n

\n Hitting shelves early next year, Gatorade Water is an electrolyte-infused, unflavored water that\u2019s filtered with a 7-step filtration process, according to the company, and contains alkaline as well an enhanced pH levels. Water is the latest addition to Gatorade\u2019s growing portfolio that extends beyond its flagship recovery drink and into energy beverages, protein powders and capsules. Although the brand is the category leader, Gatorade sales haven\u2019t grown as quickly compared to BodyArmor.\n <\/p>\n

\n The company\u2019s research shows \u201cabout 30 million consumers today are not reaching for enhanced water at all,\u201d according to Michael Del Pozzo, president of Gatorade. \u201cMost cases, it\u2019s because it\u2019s not a brand that they know and trust.\u201d\n <\/p>\n

\n With the Gatorade branding and its signature orange bolt on the water\u2019s packaging, Del Pozzo believes that 58-year-old brand can bring \u201ccredibility\u201d and disrupt the functional water category that has seen rapid growth in recent years because consumers think enhanced water provides specific benefits.\n <\/p>\n

\n Del Pozzo said that their research discovered that athletes are \u201cseeking premium unflavored water\u201d to drink throughout the day, as well as a water that contains ingredients that are important to them and comes with \u201cperceived health benefits,\u201d including quicker recovery and improving gut health.\n <\/p>\n

\n Brands like Essentia and SmartWater have benefited from popularity in recent years for boasting alkaline and electrolyte in water. The trend has grown because celebrities and influencers claim it helps with weight loss, clear skin and even fighting cancer.\n <\/p>\n

\n Specifically, alkaline water is a water that has a higher pH level than tap water. Seven is a neutral pH. The higher the pH level the more alkaline, or basic, it is. The lower the pH level, the more acidic it is. Gatorade Water has pH levels of 7 and higher.\n <\/p>\n

\n \u201cTap water has a pH of roughly around 7, and alkaline water is closer to about 8 or 9,\u201d said Malina Malkani, a registered dietician, nutritionist and spokeswoman for the Academy of Nutrition and Dietetics. \u201cAlkaline compounds are salts and metals that, when added to water, make it more basic.\u201d\n <\/p>\n

\n However, she previously told CNN that \u201cthere\u2019s really not a lot of evidence either supporting of the health claims that are made about alkaline water or refuting the claims.\u201d\n <\/p>\n

\n \u201cIt\u2019s one of those fads that people are making all kinds of claims about, you know, \u2018It\u2019s a miracle cure, and it\u2019s a curative for so many different things, and it can boost your metabolism and prevent cancer,\u2019 and there\u2019s just a lot we don\u2019t know,\u201d she said.\n <\/p>\n

\n Dr. Leana Wen, a George Washington University public health professor and CNN medical analyst, said that \u201cthere are many claims about the supposed health benefits of electrolyte-infused and alkaline water, but very little scientific evidence.\u201d\n <\/p>\n

\n \u201cFor the vast majority of people who live in areas with drinkable water, normal tap water is the best form of hydration,\u201d she told CNN.\n <\/p>\n

\n Still, despite the unproven and perhaps dubious health benefits, the functional water category has grown because consumers are \u201csimply interested in prioritizing hydration as part of their everyday health routine,\u201d Howard Telford, head of soft drinks at Euromonitor, told CNN.\n <\/p>\n

\n Once the \u201cexclusive domain of sports drinks\u201d like Gatorade or Powerade, the category has seen an \u201cexplosion of new formats and styles across powder concentrates, tablets and sports nutrition supplements,\u201d Telford said. Expanding into water helps Gatorade \u201cwiden the base\u201d of its consumers and expand the brand\u2019s appeal.\n <\/p>\n

\n Gatorade\u2019s Del Pozzo said that functional water experienced a \u201cbig surge\u201d during the height of the pandemic, and it has \u201cmaintained that momentum for quite some time.\u201d\n <\/p>\n

\n Gatorade Water is joining a crowded category. It\u2019s currently dominated by Coca-Cola\u2019s Smartwater, capturing nearly 27% of the US market share, according to Euromonitor data. Other popular brands include Nestle-owned Essentia and two other PepsiCo-owned brands including LIFEWTR and Propel, a flavored water, that the company sees Gatorade Water being \u201ccomplementary\u201d to.\n <\/p>\n

\n Part of the marketing challenge ahead of its launch is building and marketing the brand with \u201ccredibility so people understand \u2018Why would i potentially pay more than i would for a base water?\u2019 and \u2018What does it bring in water that I couldn\u2019t get today?,\u2019\u201d he said.\n <\/p>\n

\n \u201cWhen we think about water, this is really an opportunity for us to build out this whole other component of our portfolio that our competitors can\u2019t do,\u201d Del Pozzo said.\n <\/p>\n<\/p><\/div>\n

Read the full article here<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

Gatorade\u2019s newest beverage doesn\u2019t look or taste like its other neon-bright drinks. In fact, it\u2019s just water. The PepsiCo-owned brand, best known for its fruit-flavored sports drinks like Fierce Grape or Frost Glacier Cherry, is adding Gatorade Water. It\u2019s a major bet that the brand can tap into the growing \u201cfunctional water\u201d category (i.e. water […]<\/p>\n","protected":false},"author":1,"featured_media":8204,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[23],"tags":[],"class_list":{"0":"post-8203","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-business"},"yoast_head":"\nGatorade\u2019s newest drink: Water | Prosfunds<\/title>\n<meta name=\"description\" content=\"Gatorade\u2019s newest beverage doesn\u2019t look or taste like its other neon-bright drinks. In fact, it\u2019s just water. 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