SPORTS DRINK MARKETING IS heavily skewed toward young men. But experts observe that the rest of the fitness world — including natural foods consumers, athletic women and families with children — present additional opportunities for growth.
“Products that have a more natural ingredient profile or are lower in calories have the potential to extend the category to people it's not currently reaching,” said Sarah Theodore, global drinks analyst for Mintel Food and Drink.
The message seems to have reached Gatorade who recently expanded distribution of G Natural, which touts the same hydration and performance benefits as original G but with ingredients like sea salt, fruit flavors and natural sweeteners. Availability was initially limited to Whole Foods Market in select cities, but G Natural can now be found in the natural set at chains like Safeway.
“We've expanded the distribution, but only slightly to places where that natural set is established,” said Andrea Fairchild, vice president of brand marketing for Gatorade. “It will not sit in the isotonic aisle, but within the natural set.”
Traditional supermarkets are also poised to cater to households with children who are significantly more likely than households without, to purchase sports drinks, Theodore said. While c-stores are advantaged when it comes to immediate consumption sales, grocers have the space to merchandise cases.
“There is a lot of purchasing going on for kids and parents also drink sports drinks so there is quite a bit of opportunity in multi-packs,” Theodore said.
