Hydration powders: PepsiCo expands personalized hydration throughout the day

Hydration powders: PepsiCo expands personalized hydration throughout the day

Hydration is becoming a bigger part of consumers' everyday wellness routines as they seek support for energy, performance and feeling at their best. With 150 million Americans who report experiencing symptoms they associate with the feeling of mild to moderate dehydration every week, the opportunity to help people hydrate more effectively is significant¹. PepsiCo's Gatorade and Propel brands have offered science-backed hydration products for decades, providing a strong foundation to meet growing demand, serve more hydration occasions and deliver long-term growth.

Why consumers are turning to hydration powders

Hydration used to fit into a few simple buckets: bottled water for thirst, sports drinks for exercise and soft drinks for refreshment. Today, people increasingly expect beverages to support their lifestyles and wellness goals with functional benefits throughout the day.

This shift is helping fuel growth in hydration powders, a convenient and accessible option for more consumers. In 2026, both Gatorade and Propel hydration powders saw increased U.S. sales and distribution driven by new flavors, packaging and visual identities.

Consumers simply open a packet and add their favorite flavored powder, which may include electrolytes or other functional ingredients, to water. The format allows them to tailor drinks for hydration, energy, immunity support or sports performance wherever they are, while concentrated packs or containers can provide multiple servings. Because powders are mixed with water, they offer consumers a convenient hydration format to help encourage greater hydration while certain products also offer lower or no-sugar options and may support efforts to reduce sugar consumption.

"Powders are changing the way people think about hydration because they bring together personalization, wellness, convenience and value in one portable format. They give consumers an easy way to transform water and customize their drink around what they need in that moment," said Marissa Pines, vice president and general manager of Gatorade Growth Platforms.

PepsiCo's hydration expertise and ambition for growth

PepsiCo's role in the changing hydration landscape is grounded in a long history of category development and scientific expertise. Gatorade established the sports drink category in 1965, Propel helped pioneer enhanced water in 2001 and the Gatorade Sports Science Institute has advanced hydration and sports science research for more than four decades.

"Our opportunity now is to build on PepsiCo's hydration foundation while continuing to broaden the occasions and needs we serve," Pines said. "That means developing a portfolio that gives consumers relevant choices across performance, wellness, energy and rapid rehydration."

Personalized hydration for different needs and occasions

Hydration needs vary throughout the day, which is why PepsiCo's hydration powder portfolio is designed around distinct occasions, with products that offer benefits designed for different moments, preferences and goals.

"Consumers are no longer looking for a single hydration solution for every occasion. They want convenient choices that fit the way they live, whether that means supporting a workout, adding a boost to the afternoon or simply making it easier to drink more water," Pines said. "By bringing together trusted brands, deep hydration expertise and a growing range of formats and benefits, we can meet more of those needs throughout the day."

How Gatorade, Propel and Gatorlyte are expanding hydration powders

Propel Powder has evolved beyond traditional fitness hydration into a broader wellness platform. Alongside its classic fitness flavors, the line now includes Propel Immune Support varieties such as Orange Raspberry and Lemon Blackberry and Propel Boost offerings including Passion Fruit Guava and Raspberry Green Tea. The expansion shows how PepsiCo is pairing hydration with targeted functional ingredients to help support different wellness goals.

The Gatorade business demonstrates a similar evolution. Long known for sports performance, the brand has extended its expertise into multiple hydration formats. Gatorade Zero Powder builds on Gatorade's performance heritage in a zero-sugar format available across a broad range of flavors. Consumers are also helping to co-create trends in this space. The latest example is the mashup trend, which started in locker rooms with athletes combining various powder flavors. This led Gatorade Zero to launch ready-made flavor combinations featuring Lemon-Lime/Orange and Glacier Freeze/Fruit Punch, tapping into taste profiles consumers were already creating.

Gatorlyte Powder extends PepsiCo's portfolio into rapid rehydration, supporting higher electrolyte needs and recovery occasions beyond the company's traditional sports drink footprint. The franchise's sales growth reflects rising consumer demand for more personalized hydration solutions.

Traditional Gatorade Powder remains an important part of the portfolio as well, continuing to serve athletes, teams and consumers seeking performance hydration in larger formats. These products provide another way for consumers to engage with the brand while offering flexibility, convenience and value.

The future of personalized hydration powders

These insights are helping PepsiCo build a hydration powder portfolio spanning everyday fitness, performance, immunity support, energy and recovery.

As personalized wellness grows, hydration powders could become a gateway to more sophisticated solutions tailored to individual preferences and needs.

"This category is about much more than adding flavor to water. It reflects a broader change in how people think about hydration, wellness and convenience," Pines said. "PepsiCo's decades of hydration expertise give us a strong foundation to shape what comes next, which is making hydration more personal, purposeful and relevant to every part of a consumer's day."

¹_{TRUE Global Intelligence surveyed a demographically representative sample of U.S. adults in January 2026.}

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