“Gatorade really dominates the [sports drink] market right now,” says Beth Bloom, senior food and drink analyst at the market research firm Mintel. Gatorade commands 77 percent of sports drink sales in the U.S.
“I think the [organic line] will broaden the appeal,” says Bloom. G Organic will be “one additional offering in their line that may [offer] a little bit of a better health profile.”
Bloom says health is definitely a driver in the purchase of organic products: “We’re seeing that about half of consumers who purchase organic products do so because they think they’re healthier than non-organic products.”
But is this new line of organic Gatorade really any better for you?
I put the question to Haemi Choi, a sports medicine doctor at Loyola University Medical Center.
She says some consumers like to see artificial colors and flavors removed from products. “It’s more natural,” Choi says. “But I don’t think it’s healthier per se. It’s pretty similar,” she says.
Take, for instance, the sugar content. Even though Gatorade seems to have switched to an organic cane sugar for its new organic line, Choi says that, nutritionally, this makes little difference. (We asked Gatorade to confirm the ingredient list of the new organic line, but did not hear back in time for press.)
Overall, Choi says the new organic line seems to contain about the same amount of sugar — about 20 grams per 12-ounce bottle.
At a time we’re told to cut back on sugar, she notes that many of us are already getting too much in our diet. “The average American consumes about 350 added calories from sugar [each day].”
For instance, women are told to limit consumption to somewhere between 25 and 37 grams of sugar per day, total. “So, drinking a bottle of [sports drink] is already getting you close to what …