BODYARMOR has been making a big marketing push with "clean label" claims - coconut water base, no artificial colors, natural flavours, the whole natural sports drink positioning. It's a direct challenge to Gatorade's dominance, aiming to capture health-conscious athletes who want performance hydration without the synthetic ingredients. But I wanted to know: do active adults who actually use sports drinks care about clean-label claims? Does leading with "natural" shift purchase behaviour versus the established category leader?
I ran a study with six US consumers to find out. The results suggest BODYARMOR's positioning may be missing what actually matters to serious hydration buyers.
The Participants
I recruited six personas aged 20-45 from across the US - a mix of outdoor workers who labour in hot conditions, parents who buy sports drinks for active kids, and customer-facing professionals who need to stay hydrated through long shifts. I specifically targeted warm and humid markets where hydration is a daily concern, not an occasional consideration.
What they had in common: they all buy and consume sports drinks regularly, they've all seen both Gatorade and BODYARMOR marketing, and they all have strong opinions about what makes a sports drink worth purchasing.
Clean-Label Claims: Mostly Marketing Noise
The verdict on clean-label positioning was pretty brutal. Most participants dismissed BODYARMOR's natural marketing as "mild positives or marketing noise without functional proof." They weren't hostile to the claims, but they weren't persuaded by them either.
One participant captured the skepticism:
"Clean label sounds nice, but what does it actually mean for my performance? Does it hydrate me better? Does it give me more energy? Unless you can prove the functional benefits, it's just marketing language."
The one exception: "no artificial colors" actually registers as tangible. Participants noticed this claim because it addresses a visible, practical concern - avoiding stains on clothes, uniforms, and kids' appearances. But coconut water base? That "reads like a halo they charge extra for" and can even signal weaker electrolytes to informed consumers who know that coconut water is relatively low in sodium.
What Actually Drives Sports Drink Purchase
The real purchase drivers have nothing to do with clean-label claims. Participants were remarkably consistent about what matters:
Sodium content - serious hydration requires actual electrolytes, measured in milligrams
Taste when warm - sports drinks are often consumed at job sites or outdoor activities without refrigeration
Stomach comfort - no GI distress during or after physical activity
Cold availability - being in the gas station cooler when you need it matters
Price per ounce - value calculation for regular consumers who go through multiple bottles
One outdoor worker put the functional requirements perfectly:
"If it does not sit right warm, it is dead to me. I'm working outside in 95-degree heat. The drink is going to get warm in my truck. If it tastes terrible warm or makes my stomach turn, I don't care how natural the ingredients are."
The Sodium Reality
For participants who understand electrolyte science, sodium content is the key metric. They know that serious hydration during heavy sweating requires substantial sodium replenishment, and they evaluate sports drinks primarily on this basis.
Coconut water's reputation for being "natural" actually works against it here, because informed consumers know coconut water is relatively low in sodium compared to formulated sports drinks. The natural positioning inadvertently suggests weaker performance.
One participant explained the electrolyte calculation:
"I look at the sodium on the label. If it's under 200mg per bottle, I'm skeptical. I lose a lot of salt when I sweat. Coconut water sounds healthy, but it doesn't replace what I'm actually losing."
The Price Ceiling
Consumers cap their premium tolerance at 10-15% above Gatorade's price point - that's roughly $0.25-$0.50 more per bottle - and only if the benefits are demonstrably superior. Clean-label claims alone don't justify premium pricing.
One participant was blunt about the value calculation:
"Maybe I'll pay like a tiny bump for something that works better or tastes better. But if it's two bucks more and the main selling point is coconut water? Nope. That's not worth it to me."
Sports Drinks Are Situational
Another important insight: sports drinks are reserved for specific situations, not everyday consumption. Participants described reaching for sports drinks during heavy sweat activities, extreme heat exposure, long-duration physical efforts, and post-exertion recovery. They're not drinking Gatorade or BODYARMOR as casual refreshment.
One participant used a memorable analogy:
"Sports drinks are like topping off coolant in your car - you do it when you need it, not as a regular routine. I'm not pouring it in every time I drive somewhere. Same with sports drinks. Heavy workout, hot day, feeling depleted - that's when I reach for them."
Many participants also mentioned diluting sports drinks to reduce sweetness and stretch value - another indication that they view these products as functional tools rather than beverages to enjoy.
What This Means for Sports Drink Brands
If I were advising BODYARMOR or any challenger sports drink brand on their positioning strategy, here's what I'd take away:
Lead with functional specs. Sodium content and electrolyte profile beat clean-label claims.
Prove warm-temperature palatability. This is a real use case that marketing often ignores.
Don't overprice for clean-label. Premium tolerance is 10-15% max without functional proof.
Keep "no artificial colors" as a tangible claim. That one actually resonates for practical reasons.
The Bigger Picture
What struck me most about this research was how little clean-label claims matter to actual sports drink users. These are people who buy sports drinks for functional hydration, not wellness signaling. They want electrolytes that work, taste that's acceptable in real-world conditions, and prices that make sense for regular consumption.
The path forward for challenger brands isn't more natural positioning - it's better functional performance. The coconut water halo isn't worth the premium if it comes at the cost of electrolyte density or warm-temperature taste. Prove the specs work better, and the market will follow.
Because at the end of the day, people reach for sports drinks when they're sweating, exhausted, and need actual replenishment. They're not thinking about whether the ingredients are natural - they're thinking about whether the drink will get them through the rest of their shift or workout. Function wins. Clean labels are nice-to-have at best.
What the Research Revealed
We asked real consumers to share their thoughts. Here's what they told us:
When do you actually drink sports drinks? During intense workouts, casual exercise, or just as a regular beverage when you are thirsty? Be honest.
Jocelyn Ferris, 23, Sales Representative, Rural, PA, USA:
Honest? I drink them when I’m sweating for real. Hot lot days, back-to-back test drives, month-end chaos, or a long hike when the air feels like soup. Sometimes after my shelter shift if I cramped or I skipped lunch and feel a little woozy. Not for yoga and not for my normal walks - that’s water. And not as a regular drink, no way. It’s like topping off coolant when the temp needle creeps up, not something you pour in every time you start the car.
Juan Delgado, 29, Field Service Technician, San Jose city, CA, USA:
Honest take: I drink them when I’m actually leaking sweat, not as a daily chaser. Function, not vibes.
Soccer days: pre-game water, then a sports drink at halftime or right after if it was a hard match. If it’s cool out, sometimes half-bottle, half-water.
Brutal work routes: after attic crawls or roasting in a crawlspace, yeah. One cold bottle or a half-strength mix from powder so it’s not syrup.
Heat waves: if I’m sweating before 10 a.m., I’ll do one mid-shift. Otherwise just water and a salty snack.
Recovery or sick: light stomach, minor hangover, or mild stomach bug, I lean suero casero or a diluted sports drink. I’m not chugging neon sugar.
Casual jogs or chill gym days: water. If the run is under an hour and the weather’s mild like today, a sports drink feels extra.
Regular thirst: never. I’m not paying $3 to drink dessert while sitting on the couch.
So yeah, I use them situationally: hard sweat, long effort, hot conditions. Otherwise it’s water, maybe coffee, and keep it moving.
Shannon Hogue, 33, Elementary School Teacher, Rural, AL, USA:
Honest? I drink them when I’m sweaty enough that my ponytail is sticking to my neck, not as some cute desk beverage. So last week after Zumba, I was a little lightheaded and grabbed one, but on a mild sunny day like today I’m fine with water and half-sweet tea. They’re a tool, not my everyday drink. If I’m not drenched, I don’t want that syrupy taste hanging around. I’m not 12 and I’m not trying to sip neon candy during grading. When I’ll actually grab one:
After Zumba or a jog down the dirt road when I feel a little woozy
Bus-monitor mornings in August when the air feels like a wet towel
Yardwork days in July, mowing or hauling mulch until my shirt’s soaked
Hot Friday night football when I underpacked water
Road trips when I’ve sweat through a tank and the gas station ice is calling
Sometimes when my stomach’s off and I need something salty-sweet I can keep down
Otherwise, it’s water. Maybe tea if I want flavor.
Jess Ocasio, 44, Office Manager, Kapolei, HI, USA:
Honest answer: it’s a tool, not a beverage. When I actually drink one:
After a sweaty run or hot lift - if my shirt is crusty with salt and I’ve got that dull salt-headache, I want the quick sodium and sugar. Today’s warm and muggy kind of day is exactly when I’d grab one post-workout.
Back-to-back outdoor site checks - walking lots of properties midday, PPE on, sun bouncing off pavement. I’ll hit 7-Eleven and grab whatever’s cold and on sale. It works.
Long beach or hike days - Ka‘ena or a long paddle, I’ll pack one. I often cut it 50-50 with water so it’s not syrupy.
Stomach off - rare, but a few sips can settle me after a rough day.
Casual exercise - easy walks, short lifts in AC, I stick to water.
Regular thirst - I’m not sipping sugar water on the couch. I drink water or unsweet iced tea.
With meals - hard pass. Too sweet.
Normal week: 0-2 bottles.
Hot, high-activity week: 2-4 bottles.
I still avoid neon dye if I can, but I’m not paying boutique prices. It has to be cold, clean-tasting, and priced sane. Otherwise, water does the job like an adult.
Would you pay more for a premium sports drink that is healthier than Gatorade? Or is a sports drink just a sports drink, and you will grab whatever is cheapest or on sale?
Shannon Hogue, 33, Elementary School Teacher, Rural, AL, USA:
Short answer: a sports drink is a sports drink most days, and I’m grabbing whatever’s cold and on sale. I’m not funding somebody’s fancy label tax. I won’t pay a big premium unless it actually sits better on my stomach and doesn’t taste syrupy or like fake fruit when it warms up in the car. I’ll pay maybe 25-50 cents more if:
It’s less sweet and no neon dye
It doesn’t make me queasy after Zumba or a hot bus-duty morning
The bottle size makes sense so I finish it before it goes warm
If we’re talking two extra dollars for “clean” vibes and coconut chatter, hard pass. Taste, price, and how it hits after a sweaty Alabama afternoon decide it for me.
Juan Delgado, 29, Field Service Technician, San Jose city, CA, USA:
Short answer: I’ll pay a small premium if it’s legit better. If not, I’m grabbing whatever’s cold and on promo. No me vendo por etiquetas. What makes me cough up extra, barely:
No dyes, less syrupy. I’m not walking around with a neon tongue like a clown after a 2-hour route.
Electrolytes that actually hit. If it’s watery coconut juice vibes, adiós.
Stomach friendly on a hot day. If it sits clean after a match or an attic crawl, that earns 25 to 50 cents more, max.
Buzzwords like “premium” and “clean” with the same sugar bomb inside. Puro show.
Double the price for a fancy label. Miss me with $3.50 just because someone whispered “coconut.”
Day to day, I’m cheap. Powder at home, mix it lighter, sometimes suero casero. Price per ounce wins.
At the store, if “healthier” means it drinks smoother, not neon, and it’s within like 10 to 15 percent more, I’ll switch. If it’s more than that, nah. Cold sale bottle wins every time.
So yeah, I’m not loyal to Gatorade or the “premium” guy. I’m loyal to cold + not gross + fair price. If your “healthy” bottle clears those, I’ll pay a little extra. If not, it’s just a sports drink.
Jocelyn Ferris, 23, Sales Representative, Rural, PA, USA:
Short answer: I’m not paying a premium for a sports drink. Maybe I’ll pay like a tiny bump if it tastes clean, no neon tongue, and it doesn’t make my stomach slosh when I’m hustling on the lot. But if it’s two bucks more because it says “premium,” nope. It’s like buying premium gas for a car that runs fine on regular. I buy on price and taste, and if those are equal, I’ll grab the “healthier” label. Nine times out of ten I’m taking the one with the sale tag.
Jess Ocasio, 44, Office Manager, Kapolei, HI, USA:
Short answer: it’s a sports drink, so 9 times out of 10 I grab whatever’s cold and on sale. I’ll pay a small premium if it actually earns it. That means:
Clean taste cold - no syrup mouth, no perfume vibe.
Real salt hit - not just sugar water with a halo.
No dye stains - I’m not into neon tongue.
Practical bottle - screw cap that seals, fits my Tacoma cup holder, no sticky film.
Price sanity - maybe 10-15% more. Not boutique pricing for the same job.
If a “premium” checks those boxes and is actually ice-cold after a hot run out by Ko Olina, fine, I’ll pay a bit extra. Most of the time, though, it’s the cold Gatorade or store brand from 7-Eleven or Costco because it works and doesn’t annoy me.
A sports drink says it has no artificial flavors, no artificial colors, and uses coconut water. Does that actually make you more likely to choose it over Gatorade, or is it just marketing noise?
Justin Griffin, 41, Data Analyst, Tulsa city, OK, USA:
Short answer: mostly marketing noise for me. If I am riding in this sunny 18C Tulsa sweet spot and actually sweating, I care about three things, not coconut vibes:
Taste when warm and whether it sits right at mile 25
Sugar hit vs crash, and how steady it feels
Saltiness so my legs do not throw a tantrum
Coconut water drinks usually taste cloying, bloat me, and feel light on the stuff my body screams for after a long pull. For Ellie weeks, I might grab the dye-free one because I do not want neon stains on the couch and I prefer fewer fake colors around her, but that is a dad call, not performance. Price per ounce still rules; if the fancy bottle is marked up for buzzwords, hard pass. Option A: I buy it if it is on sale and the flavor is clean. Option B: I stick with the old standby or my own cheap mix. Either way, if it does not sit right warm, it is dead to me.
Timothy Navarrete, 38, Office Manager, Rural, WA, USA:
Short answer: mostly marketing noise for me. No artificial colors is a small plus, mainly for the kids so we are not dealing with neon tongues and stains. Coconut water does not move the needle. I do not like how it tastes warm and it usually adds cost without helping much. I will not pay extra for a buzzword. What decides it for me:
Price per ounce vs the usual stuff or powder
Sodium high enough to matter on a hot run
Sugar not over the top
Taste and stomach when it sits in the truck or on the trail
Availability at Costco or our local grocer
If it matches Gatorade on those and costs about the same, sure, I would grab it. If it is pricier, I stick with Gatorade powder or water and a salty snack. I would need to see the label.
Jocelyn Ferris, 23, Sales Representative, Rural, PA, USA:
Short answer: mostly marketing noise for me. I grab what’s a fair price and what doesn’t make my stomach feel sloshy when I’m sweating on the lot. The coconut water thing doesn't sell me. It tastes kinda flat-sweet to me, like watered fruit cup juice, and sometimes it sits weird. The no artificial colors bit is a small plus, since I don’t want neon tongue in front of customers or a stain on my polo. But if Gatorade’s cheaper or the flavor hits right, I’m taking that, easy. It’s like trim vs brakes on a test drive. The label is shiny, sure, but I’m buying on price and taste. If they’re equal, I’ll try the “clean” one. If not, I’m not paying extra for a buzzword.
Jess Ocasio, 44, Office Manager, Kapolei, HI, USA:
Short answer: mostly marketing noise. I’ll bite on “no artificial colors” because I hate neon tongue and sticky dye rings in the cooler. “No artificial flavors” is nice-to-have, not a deal-maker. Coconut water? Sometimes good cold after the beach, but in a sports drink it usually reads like a halo they charge extra for. What actually gets me to grab one over Gatorade:
Taste cold - not syrupy, not perfume-y. If it’s weird warm, I’m out.
Sugar hit vs. salt crave - after a sweaty run at Ko Olina, I want something that actually kills the salt headache. Coconut-water blends often feel heavy on sweet, light on salt.
Price per ounce - if it’s Costco coupon or a solid 7-Eleven deal, I’ll try it. I’m not paying boutique prices for sugar water with a halo.
Practical stuff - screw cap that won’t leak in my Tacoma, no sticky film, fits the cup holder.
So no, their claims don’t make me more likely than Gatorade. If it tastes clean, isn’t a sugar bomb, and is priced sane, I’ll rotate it in. Otherwise I’ll keep grabbing Gatorade out of the gas-station fridge after a site check because it’s cold, cheap, and it works.
