"They've been a formidable challenger without a doubt," Stanford said. "They've done a phenomenal job with their marketing," said Pat Cavanaugh, founder of another sports drink rival, Ready Nutrition. Repole said he expects to generate $1 billion in sales for the first time this year, and considers that milestone Bodyarmor's first dent in Gatorade's dominance a "huge accomplishment." "I think the only way they can come and overtake, it's got to be like when Nike overtook Converse."Īs far as total revenue in sports drinks, Bodyarmor has a 13% market share of sales, according to Sanford. "I don't think they can ever knock them (Gatorade) off," said Blackwell. Reggie Blackwell, CEO and managing partner of PMG and a former executive at Anheuser-Busch, said Bodyarmor will continue taking "market share and compete" but nothing more. "And there is no in-between – either bankrupt or epic," he added, admitting that the chances of doing so are roughly 1%, which is what Repole told Bryant before the Los Angeles Lakers icon died in a tragic helicopter accident in January.Ī quick peek at the market share after the first quarter of 2020 shows Gatorade (owned by PepsiCo ) holding 72% of the sports drink market, while Powerade (owned by Coca-Cola ) is at 20%, Bodyarmor is at 7% and others collectively hold 1%, according to analysis provided by industry insider Duane Stanford, editor of Beverage Digest.Īnd with Gatorade holding such significant market share, skepticism that Bodyarmor can achieve its mission sets in. 1 sports drink by 2025," Repole said in an interview with CNBC. "This is either going to go bankrupt in five years or going to be the No. It was a promise he made to the late Kobe Bryant when he revealed his 15-year plan. It's then Bodyarmor, according to his vision, will be named the new sports drink king. Repole, Bodyarmor's CEO, has his sights set on 2025 to overtake Gatorade's market share. 2, the third challenger - Bodyarmor led by CEO Mike Repole - wants the crown and has long ago issued a challenge to the sports drink king. But while Powerade appears content holding its spot at No. Sports drink makers including Powerade are active in the race to overtake Gatorade, with others like Ready Nutrition and BioSteel awaiting their turn to strike into U.S. But over the next five years an emerging competitor could be a serious threat to the longtime ruler's throne. **Amazon prices can change at any time- be sure to double check the price before you purchase.Welcome to the sports drink war, which for long has been dominated by Gatorade.
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