Gatorade celebrity endorsements will encourage consumption from younger age demographics, says GlobalData

Following today’s news (27 May) that Gatorade (PepsiCo) has signed 23-year-old DK Metcalf, Seattle Seahawks’ wide receiver, to endorse the brand;

Holly Inglis, Beverages Analyst at GlobalData, a leading data and analytics company, offers her view:

“The Gatorade-Metcalf endorsement emphasises the brand’s continued efforts to market its products towards younger consumers. Gatorade is shifting its focus away from being a solely sports/fitness brand and is becoming inclusive of being a trendy, ahead of the curve company.

“Celebrity affiliations represent a huge role in the marketing of products, as it emphasises a company’s reliability within the market. This is especially relevant for the US sports drinks market, which is highly competitive with the likes of Powerade and other more niche players beginning to adopt a health-halo promise.

“Interestingly, in GlobalData’s most recent survey, 73% of US consumers stated that products that contain energy boosting ingredients are either essential, or nice to have when purchasing, emphasising the demand for products that create added energy to everyday life.

“Conversely, 83% of US consumers mentioned that how a product impacts their health and wellbeing always, often, or somewhat influences their product choice; by leveraging the star power of top athletes, brands create a health and wellbeing certification of sorts. This is particularly relevant for consumers of the younger age demographics, who are increasingly adopting healthier lifestyles, and are much more receptive to celebrity endorsements. In some cases, celebrity endorsements emphasise a ‘trendy’ company, like Kendall Jenner’s new tequila brand, 818.

“Gatorade is certain to go from strength to strength if it continues to add to its sports and celebrity endorsement portfolio.”

*Survey data is from GlobalData’s 2021 Q1 US Consumer Survey, March 2021

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