Gatorade Adds Sugar-free Option in Response to Consumer Demands

It took 53 years, but they finally did it: this past summer, Gatorade introduced its first-ever sugar-free beverage. The beverage-maker now offers Gatorade Zero as the sugar- and carb-free option in its sports drink lineup.  As more consumers are avoiding sugar and carbs, Gatorade recognized a need to create a drink to meet their needs. How did Gatorade get to this point?
Gatorade Zero – half a century in the making
Gatorade was famously created in 1965 by a team of physicians at the University of Florida.1  The University’s football players were suffering from heat-related illnesses during their summer practices.  In response, the group of physicians created a scientifically-balanced drink to help those players quickly replace fluids, electrolytes, and carbohydrates.  When they decided to name the drink after their beloved football team (the University of Florida Gators), Gatorade was born.  In 2001, soda conglomerate PepsiCo purchased the Gatorade brand.
Gatorade quickly became the biggest name in the sports drink industry, controlling three-quarters of the $8 billion sports drink market.2  For decades, celebrity sponsors sung the praises of Gatorade.  The “Be Like Mike” Gatorade ad campaign from 1991 is credited with launching the Michael Jordan celebrity craze.  Victorious coaches are traditionally showered by a cooler-full of Gatorade as national television audiences cheer with delight.
The times were a’changin’ – but Gatorade did not keep up
In recent years, consumers have increasingly avoided sugars and carbohydrates.  Recent polls show that nearly 60 percent of Americans are actively seeking to avoid sugar.  This trend has been growing for years as Americans have attempted to grapple with the obesity epidemic in our country.  Many Americans are searching for healthier low/non-sugar options in their diets.
Other beverage companies responded to this trend.  In 2007, Coca-Cola released a sugar-free option for its own sports drink, called Powerade Zero.  Up until this summer, however, Gatorade stood firmly behind its sugary concoction.  Just 12 ounces of Gatorade’s classic fruit punch contains 21 grams of sugar.
Consumers—desiring less sugar—fled to other brands.  According to CNNMoney, Gatorade sales slipped in recent years.  Last year, total sales were down half of a percent in the United States.3  Many of the athletes Gatorade targets prefer sugar-free options, prompting them to leave the beloved Gatorade brand for other offerings.
Although late to the game, Gatorade is moving away from sugar
Gatorade is finally responding to the consumers who are demanding low-sugar and sugar-free options.  Gatorade’s G2 drink was repackaged to emphasize “low sugar” in the branding.  Gatorade Zero marks a significant move in the brand’s direction towards more health-conscious options.  The sports drink giant is hopeful that, in the long run, it can recapture the hearts of consumers that are searching for healthier beverages.