With their new offering, Gatorade plans to tap into the booming enhanced water market, valued at $6.7 Billion in 2022. Market Data Forecast speculates it will grow by 8.1% by 2028. “It became increasingly clear that athletes continue to be wellness-minded, and we have an opportunity (with Gatorade Water) to expand our portfolio,” Del Pozzo told USA Today.
Despite the competition, Del Pozzo is confident that Gatorade Water will thrive, given the brand’s popularity. Enhanced water is touted as beneficial for health, but according to experts, it doesn’t necessarily provide added benefits since most people get all the necessary vitamins and electrolytes from their diet. Nevertheless, enhanced water can help with hydration and give an energy boost after a workout. Besides their new product, Gatorade has other sugar-free options, including Gatorade Fit, Gatorade Zero, and Gatorlyte Zero.
Meanwhile, the internet had a mixed reaction to Gatorade Water’s upcoming release. “So it’s bottled water, huh? Incredible the innovations people come up with these days!” one Twitter user sarcastically writes. “I hope the price of this mineral water [is in reach] for the middle to the lower classes,” another user writes. Some thought the company was late in the fortified water game.