"Farmers" Rush to Buy Electrolyte Water, Can Dongpeng's "Hydration Time" Hold Its Market Position?

Question AI · How can Dongpeng Hydration maintain growth amid the giants’ pursuit?

Nongfu Spring is entering a new market segment. Recently, Nongfu Spring launched an independent electrolyte product under its main brand, now fully available both online and offline. The product emphasizes health and fatigue relief, priced at 3.67 yuan per bottle, avoiding direct competition with the high-end positioning of “Alien” electrolyte water by targeting a mid-range price point. However, this puts pressure on Dongpeng Beverage’s “Hydration La.” Meanwhile, brands like Master Kong and Jinmailang are also entering the electrolyte water market, competing directly in the 3-yuan price range. Under the pressure from industry giants, can Dongpeng’s “Hydration La” hold onto its market share?

Low-price entry

It is understood that Nongfu Spring’s new electrolyte water comes in lemon and grapefruit flavors, with each bottle containing 550ml. A box of 15 bottles is priced at 55 yuan, averaging about 3.67 yuan per bottle. Beijing Business Daily notes that the product is now available both online through third-party stores and in some offline supermarkets. Compared to leading products like “Alien” electrolyte water, which targets the 5–7 yuan price range, and Dongpeng’s “Hydration La,” which targets the 4–5 yuan range, Nongfu Spring’s new product is significantly cheaper and offers a strong cost-performance advantage.

Along with the low price, Nongfu Spring emphasizes ingredients, promoting “low sugar, low burden,” and the dual benefits of quenching thirst and relieving fatigue. Both flavors contain niacinamide and vitamin B6, with electrolyte content exceeding 350mg per bottle, and no added sweeteners.

Nongfu Spring states that its electrolyte drinks can replenish potassium, sodium, calcium, and chloride. A 550ml bottle provides over 350mg of electrolytes. According to the “Chinese Nutrition Encyclopedia” (People’s Health Publishing House) and the “GB28050-2025 National Food Safety Standard for Nutrition Labeling of Prepackaged Foods,” niacinamide is essential for energy metabolism, and vitamin B6 aids in protein metabolism and utilization.

This is not Nongfu Spring’s first foray into functional beverages. In 2004, it launched its first functional drink, “Scream,” which includes four flavors: peptide, fiber, milk calcium, and tea amino acid. In 2019, new flavors like green mango and white peach were added. In 2021, isotonic series flavors such as sea salt green orange and sea salt grapefruit were introduced. In September 2024, Nongfu Spring commemorated the 20th anniversary of the “Scream” brand with a limited-edition red version.

Beyond sports

Electrolyte water, once mainly a “professional supplement” for gyms and sports fields, is gradually shedding its “sports-only” label. With the deepening of the health-conscious trend and the popularity of light exercise, late-night work, and long-distance travel, it has become a daily beverage suitable for all demographics and scenarios.

Driven by market opportunities, competition in the electrolyte water segment is intensifying. According to Foodaily Research Institute, from 2022 to 2025, there are up to 59 electrolyte products in China. In the first five months of 2025 alone, over 14 new electrolyte products were launched domestically, extending from traditional drinks to powders, lozenges, and other formats.

Renowned strategic positioning expert and founder of Fujian Huace Brand Positioning Consulting, Zhan Junhao, told Beijing Business Daily that unlike “Scream,” which focuses on professional sports scenarios, the new products are directly under the “Nongfu Spring” main brand, aiming to cover all scenarios from professional replenishment to everyday hydration.

In addition to Nongfu Spring, brands like Master Kong and Jinmailang are also entering the electrolyte water market. Master Kong’s new 9.0 electrolyte alkaline water, with a 666ml bottle priced at 4 yuan, emphasizes functional innovation. Jinmailang has launched a 1L “Quick Hydration” electrolyte drink, also priced at 4 yuan per bottle. The entry of these beverage giants further complicates Dongpeng’s position.

Initially, Dongpeng Beverage also adopted a low-price strategy. “Hydration La” launched 555ml and 1L variants priced at 4 yuan and 6 yuan respectively. Compared to Pocari Sweat’s 500ml at 6 yuan and Yuanqi Forest’s “Alien” 500ml at 4–5 yuan, it has a certain price advantage. In 2025, Dongpeng “Hydration La” introduced a small hydration series with 380ml bottles, targeting commuting, office, and short-distance travel scenarios.

Public data shows that since its launch in 2023, Dongpeng “Hydration La” has performed steadily. In 2024, it achieved revenue of 1.495 billion yuan, a year-on-year increase of 280.37%, accounting for 9.45% of total revenue. In the first three quarters of 2025, revenue reached 2.847 billion yuan, representing 16.91%. Market share-wise, Dongpeng “Hydration La” surpassed Pocari Sweat in March 2024. In 2025, its market share in the electrolyte water category temporarily exceeded Nongfu Spring’s “Scream” series. By 2025, Dongpeng “Hydration La” further expanded its market share in the electrolyte water field to 34%.

However, Zhan Junhao noted, “Nongfu Spring’s new product, with a mid-range price of 3.67 yuan per bottle, is highly competitive. Coupled with its low-sugar formula and functional ingredients, it has basic market competitiveness. More importantly, Nongfu Spring’s extensive channel control allows it to quickly secure prime shelf space. Meanwhile, brands like Master Kong and Jinmailang also have mature distribution systems and brand influence, further squeezing Dongpeng’s price space and market share.”

Chinese food industry analyst Zhu Danpeng believes, “With the rise of Yuanqi Forest and Dongpeng Beverage in the electrolyte water industry, more giants will enter. The entire Chinese electrolyte water market has entered a mass consumer race, and Nongfu Spring, leveraging its brand effect, should be able to carve out a share in this segment.”