In March 2017, Gatorade launched its functional water G Active, to revitalise the struggling Functional Water category. Since launching, the product has gone from strength to strength, growing Gatorade’s share of the category from 5.6% in 2017 (YTD Sept ‘17) to 11.2% in 2019 (YTD Sept ‘19).
In a category that had declined by 6% from 2018 to 2019 (Sept YTD), G Active defied the odds to become number one in dollar sales (excl. coconut water).*
Backed by the extensive hydration and nutrition expertise of the Gatorade brand, G Active offers consumers essential electrolytes with the added benefit of no sugar, to help them rehydrate after exercise with a drink that not only helps replace what they lose in sweat but tastes great too.
“Gatorade is one of the most trusted brands in sports fuel, with the backing of more than 50 years of research into hydration and nutrition by the Gatorade Sports Science Institute,” said Gatorade brand manager, Tom Floyd.
“Food and beverage options need to keep up with the trends, we identified a gap and used our hydration expertise to launch G Active, it is rewarding to see that our research paid off and our science-backed product has taken the Functional Water top spot.” added Floyd.
Initially available in three delicious flavours, Berry, Lemon and Orange, the brand introduced Mango in September 2018. The awareness of G Active has reached 70% amongst their core target audience – people who lead active lifestyles, and with increased advertising and support in-store in 2019 and
2020, G Active looks set for even further growth.
*Source – IRI Market Edge national measured market YTD September 2019.