It comes as a surprise to many, PepsiCo’s famous sports drink brand, Gatorade, launched its first Gatorade gummies gummy vitamin products this October after entering other categories recently, like caffeinated beverages.
While, fortunately, the naming of the new vitamin range is a little bit less concerning than their new energy drink line, “Fast Twitch,” pundits are claiming that the launch was overshadowed by an adjacent product that was launched with it — an electronic sports bottle.
Those pundits are wrong. The latest data shows that Gatorade’s entrance into the vitamin space is a far more strategic move than its high-ticket “smart bottle.”
Breaking down Gatorade’s new product launches with our AI-driven trend platform
Gatorade launched two vitamin products in its category entrance. Purchase is available directly on their website, with the option to purchase in a bundle or individually.
The first product, named Recovery, clearly fits into Gatorade’s sports nutrition brand theme, and gets an A+ for launching a high potential product that fills a white space. Featuring tart cherry powder and vitamin D, the product positions itself as a healthy way to support exercise recovery.
The second product, named Immunity, is more of a toss-up. Immunity products experienced a massive boom from COVID but the market remains highly competitive. To differentiate, Gatorade has used its athletic profile to appeal to a niche of consumers – athletes – rather than generic immunity supplements.
If Gatorade launched an immune support vitamin that did not emphasize its athletic brand, this would be a certain product failure. While this product is in a far more competitive space than the recovery supplement, which is mostly competing with supplements outside the vitamin space like BCAA supplements, it remains a high potential product due to its emphasis on athletes.
We rate Gatorade’s Immune Support product with a solid B. It’s not nearly as innovative as the cherry-tart Recovery supplement but it does hit a note that is top-of-mind for consumers. The Immune Support product comes with a slightly more complex formula than the Recovery supplement, with a citrus flavor backed by Vitamin C, Zinc, Selenium, and Vitamin D.
What Comes Next Gatorade Gummies Market Solutions
Vitamin brands should take note of Gatorade’s latest launch and start to expect more launches from major brands into the space. The category has multiplied since the onset of COVID and Enterprises are no longer turning away.
Gatorade’s entrance has emphasized what more established vitamin players should return to – identifying white space opportunities by creating products that serve a specific niche. You don’t need to be first to bring the next Apple Cider Vinegar to the market. You can be first to bring the next Apple Cider Vinegar to a specific consumer group to jump on a true white space opportunity.
If you are interested to learn more about how to predict white space opportunities, you can sign up for a demo here.
About Simporter Gatorade Gummies Trend AI
Simporter is an AI software for Consumer Packaged Goods brands that handles all new product research, connects it, and then turns it into recommended actions you can make to launch better new products.
Our software’s algorithms (1) collect product descriptions, customer reviews, social media data, and search patterns, (2) identify the patterns across them, and (3) predict performance over the next few years.
