USA – BodyArmor, the sports drink brand under the Coca-Cola Company, is set to challenge Gatorade’s stronghold on the sports drink market with the introduction of BodyArmor Zero Sugar.
This expansion marks a strategic move into the rapidly growing no-sugar category within the sports drinks market, which is valued at US$2 billion, according to Nielsen data provided by the brand.
According to BodyArmor, the newly launched BodyArmor Zero Sugar will debut with four flavors: Fruit Punch, Lemon Lime, Orange, and Cherry Lime.
Sabrina Niland, Vice President of Innovation with BodyArmor, emphasized the importance of entering the zero-sugar space, stating, “There’s a host of consumers that we are not able to reach right now because they’re sugar avoiders.”
Despite experiencing substantial growth since its inception in 2011, BodyArmor faces stiff competition from Gatorade, which dominates the market with a 64% share, including its zero-sugar version, G Zero.
Nielsen AMC data underscores this, showing that BodyArmor and Powerade collectively hold a combined market share of 23%.
Sabrina Niland acknowledged Gatorade’s early entry into the zero-sugar segment, noting, “Powerade had the first zero-sugar launch in 2007, which gave Coca-Cola the knowledge and the credentials in the zero-sugar segment of sports drinks.”
BodyArmor Zero Sugar aims to differentiate itself by offering more potassium, magnesium, zinc, and vitamins B and C compared to Gatorade, despite having slightly fewer calories.
Niland expressed confidence in the brand’s commitment to innovation and hinted at more product launches and extensions in the near future.
“We’re going up against Goliath, and we’re really focused on becoming No. 1,” Niland stated. She highlighted Coca-Cola’s new leadership, installed after the 2021 acquisition, identifying zero sugar and rapid hydration as untapped areas for BodyArmor.
In June 2023, the company entered the rapid rehydration beverage category with BodyArmor Flash I.V., its first major product offering in two years.
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