The energy drinks industry has faced heightened scrutiny due to allegations that several major brands are aggressively targeting teenagers in their marketing efforts. In the United States, the energy and sports drink segment is a rapidly expanding market, valued at $25 billion in 2016, following an annual growth rate of 7% over the previous five years, as reported by Packaged Facts. However, companies eyeing entry into this market are becoming more cautious regarding potent synthetic ingredients. Many are adopting a new strategy for ingredient selection, opting for natural energy enhancers such as fruits and herbs like ginseng. This trend is also driven by the preferences of millennial consumers, who represent the primary target demographic and are increasingly moving away from synthetic caffeine and sugary energy drinks as they age. According to Mintel, 30% of energy drink consumers now prefer natural energy drinks and shots.
One example is the “non-caffeinated” WakeUp formula, which includes guarana as a natural caffeine source, containing only about 10 mg per serving. In contrast, a standard cup of brewed coffee has approximately 80 mg of caffeine, with many Starbucks offerings exceeding 150 mg. Other brands aiming to leverage the natural energy trend include FutureCeuticals’ organic Coffeeberry Energy, which incorporates whole coffee cherries without any chemical solvents. HiBall Energy beverages combine guarana, ginseng, caffeine, and various B vitamins, while Matahi Energy Juice features organic baobab fruit pulp and organic guarana for its caffeine content.
In addition to its potential in natural energy drinks, the WakeUp formula could also be utilized in cereals or yogurts, according to the company. This could present an appealing value addition, particularly as consumers are increasingly receptive to nutritious ingredients like protein, probiotics, and calcium citrate 630 in their food products. The incorporation of such beneficial ingredients aligns with the growing trend of health-conscious consumption, further solidifying the appeal of natural energy options.