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  1. #1
    Join Date
    Mar 2004
    Location
    New York, New York
    Posts
    6

    Post

    I understand the power of srtong brands.

    But an 80% marketshare of sports beverage is
    absurd. $2 Billion a year?
    Even Coca Cola can't compete with Powerade. A "measly" 10% marketshare.

    Yes, they were first to market. Yes, they may even be synonomus with sports beverages.

    But no company deserves that much share of the market.
    They must be dethroned !! hahaha..

    Someone please, please explain to me why this is the case. And how nobody else can come close.

    Mike

  2. #2
    Join Date
    Oct 2002
    Location
    Cleveland, OH
    Posts
    1,160

    Post

    There is no money in it who cares!

  3. #3
    Join Date
    Mar 2004
    Location
    Eastern Canada
    Posts
    134

    Post

    Edude, can you expand on your comment?

  4. #4
    Join Date
    Jun 2000
    Location
    San Ramon, Ca, USA
    Posts
    1,549

    Post

    my friend sells gatoraid for a grocery distribution house. He makes plenty of money off it, and so do the stores. Most distributors can not buy enough to get a savings, and it is hard for them to make money. If you are a grocery dist, you can buy enough to get a discount. They even sell it $1.25 under what the cash and carry does.

  5. #5
    Join Date
    Oct 2002
    Location
    Cleveland, OH
    Posts
    1,160

    Post

    Gatorades case cost is very low. Even distributors do not make much per case.
    Why try and compete there is no money in it.

  6. #6
    Join Date
    Nov 2000
    Posts
    312

    Post

    If Gatorade is down to an 80% market share, then KO is winning. At the time of the failed buy-out by KO and the subsequent successful one by PEP, Gatorade was reported as having a 94% market share, the rest going to KO's Powerade and the then Pepsi All-Sport vileness.

    Losing Gatorade was the luckiest break KO has had in a long time. Just as the "low carb" diet fad (which is totally unhealthy and dangerous, BTW) hit, KO loses out on the carb-filled sports beverage. If they have cut Gatorade to 80% then that is tremendous.

  7. #7
    Join Date
    Jun 2000
    Location
    San Ramon, Ca, USA
    Posts
    1,549

    Post

    The company I worked for before used to sell Power Bars drink, PowerAid I believe it was called. Granted they did go out of busines, but it sold well and made alright money. But Edude is right, not the market to go after if looking to get rich.

  8. #8
    Join Date
    Mar 2004
    Location
    Eastern Canada
    Posts
    134

    Post

    Ron, isn't Powerade owned by Coke? When you say power bar drink, do you mean an isotonic beverage or are you referring to something different?

  9. #9
    Join Date
    Jul 2002
    Location
    Delaware
    Posts
    4,790

    Post

    According to what I have read, Powerade is at about 14% market share. Back in the mid-90's, they were at 9%, All Sport was 9%, and Gatorade had 75%. 4-5 years ago, it was 83% Gatorade, 11% Powerade.

    It's tough to find concrete numbers, because most of the data is in expensive research reports, or is skewed because they include energy drinks.

  10. #10
    Join Date
    Mar 2004
    Location
    New York, New York
    Posts
    6

    Post

    STILL... NO company should own more than 50% of their category.
    It's just wrong.
    The consumer needs other options.
    There is room for another brand.

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