This has been a major cause for distress among investors given that consumers in the North American region have been steadily moving away from fizzy drinks towards healthier options such as juices and sports drinks.
However, these beverages tend to be priced at lower rates compared to non-carbonated beverages like fruit juices, energy drinks, ready-to-drink beverages and bottled water.
Gatorade competes in the wider US fruit juices, sports drinks and energy drinks market against players like Coca Cola, Kraft Foods, Dr Pepper Snapple and National Beverage.