Sports drink play-by play; the big 3 dominate, but there's still room for innovators. (Quaker Oats Co., Coca-Cola Co. and Pepsi-Cola Co.)

Beverage Industry, October, 1996 by Theodore, Sarah

Sports drinks from Quaker Oats Co., Coca-Cola Co. and Pepsi-Cola Co. dominate the isotonic beverages market that targets adolescent consumers and serious athletes. The three companies account for 95% of isotonics sales. Market share for Quaker Oats' Gatorade is nearly 80%, and market share for Pepsi-Cola Co.'s All Sport, and Coca-Cola Co.'s PowerAde is approximately 7 to 8 percent. The sports drink industry still has room for expansion, according to a study by TrendTrackers. The market is still open for drinks for older people and women who exercise.

The Big 3 dominate, but there's still room for innovators

Isotonics are a hot market, but companies still trying to break into it are finding it a sweat-inducing effort. According to Information Resources Inc., the...

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