Powerade is releasing Power Water and Ultra in 2020 as consumers' exercise habits change and rival Gatorade makes a comeback.
Coke holds 25% market share in the sports drink category, according to Beverage Marketing Corporation.Source: Coke
, through its ownership of Gatorade and Muscle Milk, holds 69% of the sports drink market share by volume, according to fiscal 2018 data from Beverage Marketing. Coke has a 25% market share, meaning that the two beverage giants dominate the $10.6 billion category. "Traditional sports drinks are not making up even a third of these sweat moments," he said in an interview.
water-based Power Water targets consumers who walk or jog and might wear athleisure clothing, while Ultra is for exercisers who are more focused on endurance. Ultra contains
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