Gatorade vs. Powerade: Does Sweetener Choice Add Energy to Sales?
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Transcript of Gatorade vs. Powerade: Does Sweetener Choice Add Energy to Sales?
![Page 1: Gatorade vs. Powerade: Does Sweetener Choice Add Energy to Sales?](https://reader031.fdocuments.in/reader031/viewer/2022030310/58f9b00b760da3da068bb326/html5/thumbnails/1.jpg)
DOES SWEETENER CHOICE ADD ENERGY TO SALES?
GATORADE VS. POWERADE:
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IN THE QUEST TO MEET CONSUMER DEMAND, MANY MANUFACTURERS HAVE PUT SPECIFIC SWEETENERS UNDER SCRUTINY.
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HOWEVER, RECENT RESEARCH SHOWS CONSUMERS DON’T CARE.
67% OF CONSUMERS AGREE THAT MODERATION IS MORE IMPORTANT THAN SWEETENER INGREDIENTS.
Source: Mintel Consulting (2013)
67%
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SO WE PUT THIS THEORY TO THE TEST AND LOOKED AT TOP SPORTS DRINK BRANDS GATORADE AND POWERADE.
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UNTIL 2010, BOTH BRANDS FORMULATED WITH HIGH FRUCTOSE CORN SYRUP (HFCS). THEN GATORADE MADE THE SWITCH TO SUGAR.
SEE HOW SWITCHING PLAYED OUT FOR OTHER BRANDS
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WOULD GATORADE’S SWEETENER-SWITCHING STRATEGY PAY OFF?
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YEAR ENDING JANUARY 2010-2011 2011-2012 2012-2013 CAGR
GATORADE 5.9% 2.7% 1.1% 3.2%
POWERADE 20.3% 9.5% 10.4% 13.3%
TOTAL 9.5% 4.8% 1.3% 5.1%
SPORTS-DRINK SALES GROWTH BY BRAND, 2010-13
NO ... SALES GROWTH DECLINED.
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WHY WASN’T THE SWITCHING STRATEGY SUCCESSFUL?
TO GET THE FULL STORY, DOWNLOAD THE CASE STUDY HERE >