What’s better than regular water? Power Water.
The new electrolyte water is Powerade’s first product innovation in over five years, expanding its opportunity in the growing hydration category.
Power Water is available in four flavors (Mountain Berry Blast, Strawberry Kiwi, Tropical Pineapple and Watermelon) in 20 oz. single bottles and 6-packs of 16.9 oz. bottles. The enhanced water uses the brand’s ION4 Advanced Electrolyte System, replacing the sodium, potassium, calcium and magnesium lost through sweat.
The product contains 520mg of sodium and 150mg of potassium per 20 oz. portion for 50% more electrolytes compared to “leading electrolyte waters” like Gatorade’s Propel.
The launch of Power Water appears to be the latest push after Coke refreshed the Powerade brand in February 2023. Powerade’s revamped look and formula bet on consumers choosing the legacy brand over Gatorade based on its elevated electrolyte content and lower sugar content.
In April, Coke took the same approach on its other sports drink, BodyArmor, with a “visual makeover” that focused on functionality. (BodyArmor launched its own electrolyte water SportWater in 2018.) That line has been positioned as Coke’s premium sports drink, while Powerade is the mainstream option.
While Powerade is targeting Gatorade’s Propel line in the enhanced water category, Coke’s Glaceau brand (which includes Vitaminwater and Smartwater) still sits comfortably at the top of the flavored convenience/bottled still water category with 38.8% of the market, according to Circana MULO+C sales tracking for the 52-weeks ended August 10. Yet, Keurig Dr Pepper’s Bai brand has climbed to the third spot in the category, with dollar sales rising 114.4% during the period.