Gatorade: the leader of sport drink

The global sports beverage market is expected to reach 28.05 billion in 2018, with a compound annual growth rate of 8.6% expected during the forecast period. Sports drink refers to a product that helps athletes replenish electrolytes with water instead of water before and after exercise. They are born for sports and help athletes improve their athletic performance. Gatorade is well known as a sports brand under Pepsi Company, and Gatorade has been a leader in sports drinks for more than 10 years worldwide.

With more than a decade of international marketing and the popularity of sports drinks, Gatorade has achieved great success in the global sports beverage market, with Gatorade's market share of 77% in the US sports beverage market. In the Asian market, Gatorade also has a market share of nearly 70%. on the other hand, the second biggest player is Powerade which only occupied around 18% market share in world-wide. Therefore, Gatorade owns such tremendous advantage such as distribution and market share.

Gatorade, however, is facing threat from different market. In north American where sport drink are the most popular, Gatorade is challenged by a new strong player, Bodyarmor, which acquired by coca-cola in 2017 and expanding their market share with helping of distribution of coca-cola.

In additional, Gatorade also is facing the challenge from the local company in Asia market. For example, the biggest local company in China, Wahaha, also launched new sports drink which named' Maidong' to compete with Gatorade ins sport drinks area.

-lingyu hu-

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