Sports, energy drink-contenders punch it up

摘要

While Gatorade still enjoys a mammoth 80-plus share in the bottled sports drink category, other entries continue to hang in there. An increasingly active consumer base, combined with the maturation of the category's credibility, has made it a profitable place to be ... even for those bringing up the rear. Seven sublines of Gatorade now exist beyond the original flavors (Lemon Lime, Orange, Fruit Punch), which remain the biggest sellers. Frost, Fierce, X Factor, All Stars, Ice, Xtremo! and the newest addition, Endurance Formula, all cater to different preferences.