Prime Hydration, the energy drink brand co-founded by YouTubers Logan Paul and KSI, has reported a massive 76% drop in sales, falling to £234 million in 2024. The sharp decline marks the brand’s first major slowdown since its explosive debut in 2022.
According to company filings, Prime’s total revenue dropped from £976 million in 2023 to just £234 million in 2024. The company cited saturation in core markets and reduced hype as key reasons for the dip.
Prime had quickly gained global attention thanks to its social media-driven marketing and celebrity endorsements. However, analysts say the brand struggled to maintain momentum once the initial buzz faded.
Retailers across the UK and the US have also reported lower sales, with many shelves now carrying surplus stock. Competitors like Gatorade, Monster, and Bodyarmor have regained market share as Prime’s popularity cooled.
Despite the downturn, Prime executives say they are focusing on long-term sustainability and expanding into new markets in 2025. The company plans to introduce new flavours, product lines, and health-oriented variants to attract a broader audience.
Summary Table
| Key Metric | 2023 | 2024 | Change |
|---|---|---|---|
| Total Sales | £976 million | £234 million | ▼ 76% |
| Market Trend | Rising | Declining | Negative |
| Core Markets | UK, US, Europe | UK, US | Shrinking presence |
| Key Challenge | High hype-driven demand | Sustaining repeat buyers | |
| Upcoming Focus | Global expansion, new SKUs | Long-term growth |
💬 Industry Reaction
Experts believe that Prime’s downfall is a classic case of “viral overexposure.”
Marketing analyst James Donnelly noted,
“Prime built its empire on influencer hype, but brands that rely too heavily on trends often face steep declines once attention shifts.”
Still, the brand remains valuable, with strong recognition among Gen Z consumers. The next year will determine whether Prime can reinvent itself as more than just a viral product.
