University of Florida Archives via PepsiCo This undated photo provided by University of Florida Archives via PepsiCo on April 10 shows a Gatorade sports drink.

Sixty years after it invented sports drinks, Gatorade is making a surprising pivot: It’s no longer focusing primarily on athletes.

PepsiCo, Gatorade’s parent company, said this month that the brand wants to broaden its reach to nonathletes who are looking for ways to hydrate, whether they’re on a long flight, going for a walk or nursing a hangover. New packaging highlights the specific ways Gatorade’s various drinks and powders work and the research behind them.

The change reflects U.S. consumers’ booming interest in beverages with perceived health benefits. Jack Doggett, a food and drink analyst with the consulting firm Mintel, said his research indicates 60% of consumers who buy sports drinks aren’t athletes but want the functional ingredients those drinks provide, like electrolytes for hydration and carbohydrates for energy.

“People are using these drinks more for wellness and daily maintenance,” Doggett said. “It’s easy to say that the wellness consumer is the young consumer, but older generations are also drinking these drinks for hydration.”

Unit sales of sports drink mixes, like powders from Liquid I.V., Skratch Labs and Gatorade, rose nearly 20% in the year ending March 22, according to Circana, a market research company. Bottled water sales were flat in the same period.

Sensing that growth potential, new sports and hydration brands are crowding store shelves. Mike Del Pozzo, president of U.S. beverages at PepsiCo, said 150 new brands have entered the space in the last few years.

“That puts a lot of risk on the category and pressure from a credibility perspective,” Del Pozzo said. “Some that are coming in are building on the science that we created. And we’re like, ‘Well, geez, we should be doing that. We should be talking more overtly about the science and the business and why we believe we’re future-forward.”

Del Pozzo said Gatorade will now clearly label products that it says can hydrate better or faster than water. A new drink, Gatorade Longer Lasting, which will go on sale next year, blends glycerin and electrolytes to help the body stay hydrated for longer than water alone.

PepsiCo’s approach with Gatorade echoes moves made by some of its rivals. Powerade, a sports drink owned by Coca-Cola Co., received brighter, clearer packaging in 2023 that promoted an increase in electrolytes.