4 Brands Shaking Up Sports Drinks
By Steve Holtz on May 01, 2017CHICAGO -- The sports-drink category has been a two-player game seemingly forever. PepsiCo's Gatorade has owned nearly 80% share of the category for years, with Coca-Cola Co.'s Powerade filling in most of the rest.
In 2016, Gatorade sales in convenience stores were up 3.4%, according to IRI scan data, while Powerade grew 0.6%.
But recent growth by 6-year-old upstart BodyArmor—up 111% in 2016—and consistent growth for the category overall—up 4.5%—are bringing newcomers to get in on the expansion.
Here’s a look at four brands that are looking to shake up the category …
BodyArmor
Dr Pepper Snapple Group (DPSG) purchased an 11% share of BodyArmor in 2015, making it one of the beverage maker’s allied brands. DPSG launched national distribution of the brand soon afterward, sparking much of the recent growth.
BodyArmor SuperDrink was launched in 2012 by Mike Repole and Lance Collins. It’s available in a dozen flavors and made with natural sweeteners, electrolytes, coconut water, vitamins and no colors from artificial sources.
Honest Sport
Coca-Cola Co.’s Honest Tea put its Honest Sport in test in Whole Foods in summer 2016. It will expand distribution to natural food stores nationwide this summer. No word yet on whether the drinks will come to convenience stores
Honest Sport is a line of organic sports drinks sweetened with organic, fair-trade-certified sugar and fruit juice. It launched in three varieties: Lemon, Orange and Berry. Each 16.9-ounce bottles contains 100 calories and, like all Honest products, is certified organic.
Monster Hydro
Manufacturing issues forced Monster Beverage to delay the rollout of its energy/water/sports-drink hybrid Monster Hydro until late this month, but the company hopes to lure a new demographic with the drink by combining rehydration with an energy boost.
It will roll out in a unique 16.9-ounce plastic can in three flavors: Tropic Thunder, Mean Green and Manic Melon.
Capri Sun Sport
Juice-bag leader Capri Sun launched a Sport version of its namesake beverage, capitalizing on its reputation as an after-game treat for children involved in sports. Capri Sun Sport contains a blend of electrolytes and water. With no artificial colors, flavors or preservatives, and 25% fewer calories than other sports drinks, “it’s the drink designed for the way kids play,” the company said.
The 6-ounce juice bags are available in three flavors: Fruit Frenzy, Citrus Rush and Grape Blast.