Gatorade, manufactured by PepsiCo Inc. (Purchase, N.Y.), controls the predominant share in the market, with roughly 83% of FDM sales (excluding Wal-Mart). Powerade, manufactured by the Coca-Cola Company (Atlanta), controls approximately 13% of the market. All other players have less than 5% of category sales. Kraft Foods' (Northfield, Ill.) Capri Sun Sport has 3% of the category's FDM sales (excluding Wal-Mart). Smaller players, including All Sport (Monarch Beverage Co., Atlanta) and private label brands, share the remaining 1%.
Given the concerns about the effect of soda on children's weight, teeth and overall health, some parents are looking for alternative beverages their children will like. For some, sports drinks fill that role. According to Mintel's exclusive consumer research, some 83% of those with youngsters in the home believe “sports drinks are a more healthy anytime beverage than soda pop.” This figure compares to 70% of those without children in the home.