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

As Gatorade approaches its 60th birthday, the brand is staying spry, branching out into new categories from unflavored water to energy drink mixes.

Since its founding in 1965, Gatorade has been the dominant sports drink. It accounted for 63.5% of the U.S. sports drink market in 2023, according to Euromonitor International data.

Owner PepsiCo's archrival Coca-Cola takes the second and third slots with Powerade, a perennial No. 2 choice to Gatorade, and Bodyarmor, a newer addition to its portfolio. But combined, Coke's two brands account for only about a quarter of the U.S. sports drink market. Last year, Pepsi reorganized its portfolio to house Propel, Muscle Milk and other fitness-related brands under the Gatorade name.

But Gatorade's dominance doesn't mean that it can rest on its laurels. As more competitors enter the market, the brand has tried to reinvent itself.

"There's probably been more change in the industry in the last five years than there was 20 years before," said Rabobank beverage analyst Jim Watson.

Pepsi's rivals are looking to steal its market share as they branch into new products. Unilever bought drink mix company Liquid I.V. in 2020 for an undisclosed amount; Gatorade's individually packaged hydration powders resemble the…

'All day hydration': Gatorade expands sports drink brand with new Gatorade Water

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Gatorade’s Gx Sweat Patch tests your sweat to tell you how much and when to rehydrate while working out

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