PRIME Hydration, a sports and energy beverage company, has achieved significant success in the sports and fitness hydration market since its inception in January 2022. The company has developed a line of innovative and high-quality hydration products that have gained widespread popularity among athletes and fitness enthusiasts, boosted by its collaboration with social media personalities, Logan Paul and KSI. However, the beverage has been subjected to scrutiny, with some nutritional experts claiming it is redundant compared to everyday vitamins.

Despite criticism, the brand has maintained its popularity, with no signs of slowing down. In December 2022, Aldi stores across the UK were flooded with fans after the budget retailer struck an exclusive deal to retail the beverage as a SpecialBuy, leading to long queues and depleted shelves. There are also reports of the beverage being resold on shopping platforms such as eBay for as high as £50,000, despite the initial retail price being £1.99 at Aldi.

So how did PRIME’S presence grow so immensely in the space of 12 months? It would be remiss not to mention the company’s marketing efforts and campaigns. PRIME Hydration has successfully resonated with fitness orientated youths in part due to its focus on social media marketing. The company has effectively used platforms like Instagram and TikTok to reach and engage with young audiences, capitalising on its partnership with KSI and Logan Paul to promote its products through sponsored content on their YouTube channels. According to GlobalData’s Q2 2022 consumer survey, over one in ten (10%) of UK consumers believe that celebrity endorsements are an essential factor when deciding what food and beverages to buy while a further 23% agree that it is a positive influence for them. When looking at these preferences by age, celebrity endorsements as a positive influential purchasing factor rises to 46% for millennials and 40% for Gen Z, reflecting a significant leap in younger generations.

The brand’s meteoric rise in the public eye is largely due to Logan Paul and KSI’s star power and marketing tactics, preempting the launch of PRIME with various marketing stunts, which prompted public conversation around the pair’s ‘rivalry’ and the beverage’s ‘authenticity’. However, marketing alone cannot sustain sales. A key element of PRIME Hydration’s success with the youth market is its ability to appeal to the values and interests of this demographic. The company has positioned itself as a lifestyle brand that aligns with the interests and values of young people, such as a focus on health and wellness, and an active, outdoor lifestyle. This has helped PRIME Hydration connect with young audiences and establish itself as a trusted and relevant brand.

PRIME Hydration’s strong focus on product innovation is another important factor in its success, having developed a range of products that cater to the specific hydration needs of different types of athletes such as runners, cyclists, and triathletes. These products are designed to be easily portable, convenient to use, and effective at replenishing fluids and electrolytes during and after exercise.

The retail market has seen a frenzy due to PRIME. Asda has a three-bottle limit on sales due to the demand from the YouTubers’ army of teenage fans among the brand’s tens of millions of social media followers, and all flavours are currently sold out on its website. Due to lengthy queues that appear whenever new inventory arrives, Aldi has also set a limit of one of each version per customer; other places are only selling it from customer service desks.

With its strong performance in the youth market, PRIME Hydration is well-positioned for continued growth and success in the sports and fitness hydration market.

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