Prime Hydration might not be going out of business, but the signs show it’s struggling. Sales have plummeted, with UK sales dropping by 50% in the first quarter of 2024. From £26.8 million to £12.8 million in a year, the decline is stark.
Photos reveal Prime drinks being sold at a discounted price of 31p in Tesco. This hints at a lack of demand and overstock issues. Retailers are left with excess products, resulting in clearance sales to move inventory.
Legal troubles add to the woes. Prime Hydration faces class-action lawsuits over high caffeine content and the presence of PFAS in some flavors. These issues could damage the brand’s reputation further.
Experts believe the brand’s dependency on influencer marketing isn’t sustainable. To bounce back, Prime Hydration needs significant investment and a focus on core brand elements like product quality and pricing.
It’s clear that Prime Hydration is facing tough times. Whether it can recover will depend on its ability to address these challenges and rebuild trust with consumers.