Prime Hydration, co-founded by YouTubers Logan Paul and KSI, saw a dramatic decline in UK revenue, falling approximately 70% in 2024 compared to the previous year. While the brand experienced initial explosive growth, it is now undergoing a strategic review to adapt to a more sustainable market presence. Despite remaining profitable, signs of reduced consumer interest are evident as sales also fell in the US by 40%, primarily due to fewer new buyers and decreased purchasing frequency, raising concerns about its long-term viability.
The hype for energy drink-maker Prime Hydration is drying up. When YouTubers Logan Paul and KSI launched the Prime brand in 2022, demand was so high that a secondary black market formed among UK school children.
Consumer interest in its brand has moderated, the company wrote. It's entering a "strategic review process to transition from an initial hyper-growth phase to a more sustainable, long-term presence in the market."
As of June 2024, Prime sales in the US were down 40% from the previous year, based on purchase data... Numerator attributed the decline to a lack of new buyers, as well as less frequent purchasing and a drop in spending per unit.
Prime entered the global beverage market with a roar, bolstered by the marketing might of its social-media-famous cofounders. In 2023, the company was profitable and set to hit $1.2 billion in sales that year.
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