Gatorade’s Core Consumers not Interested in Sports Nutrition

Sports nutrition is a fast growing market in the United States and Gatorade quickly released several products  to capitalize on the trend. Energy chews and recovery shakes from the company are readily available but have not sold well since their release. Jonas Feliciano, Beverages Industry Analyst at Euromonitor, states that Gatorade’s core audience is not specifically interested in sports nutrition.  As average athletes, or they look for a refreshing beverage on a hot day. Gatorade has since started offering deals on their traditional drinks in convenience stores and have seen a rebound in sales.

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