As the demand for clean-label and all-natural beverages—like sparkling waters, teas, kombucha, and coconut water—continues to rise, many consumers still seek drinks that provide an extra boost of energy. This growing interest in energy drinks and beverages enriched with productivity-enhancing ingredients, such as ginseng and caffeine, is largely fueled by increasingly busy work schedules and lifestyles, according to Market Research Hub. The energy drink market is projected to grow at a CAGR of 8.86% from 2017 to 2021. Last year, energy drink sales in U.S. convenience stores reached $8.4 billion, as reported by Mordor Intelligence and highlighted by Forbes.
Notably, the natural energy drink segment has seen significant growth, featuring ingredients like green tea and guayusa that appeal to label-conscious consumers. Many of these shoppers are millennials who, having grown up on sugar-laden and synthetic caffeine-rich products, are now maturing and seeking more wholesome ingredients. Despite this trend, brands like Red Bull and Monster continue to dominate the U.S. energy drink market. For instance, Monster Beverage Corp reported a 14.7% increase in first-quarter net sales, amounting to $850.9 million, up from $742.1 million in the same quarter the previous year. Meanwhile, sales of other energy beverages, including NOS Energy Drink and Full Throttle, have declined, creating an opportunity for natural energy drinks like Runa.
AMI has already established a brand that occupies a unique niche as a natural, authentic beverage, backed by celebrity endorsements from figures like Madonna, Matthew McConaughey, and Demi Moore. It will be intriguing to see if AMI can leverage similar star power for Runa, allowing it to make a significant impact in the natural energy drink sector, much like Vita Coco did in the coconut water market. This isn’t AMI’s first attempt at diversification; Vita Coco has also launched a “lighter” beverage made with coconut cream and coconut water, aimed at providing a milk alternative, along with a range of canned sparkling coconut water drinks. Given the consumer interest in on-the-go, naturally energizing beverages, integrating Runa into AMI’s portfolio appears to be a strategic move.
As energy drinks increasingly compete not only with one another but also with teas and flavored waters, AMI will need to remain innovative to maintain consumer engagement. Furthermore, as consumers become more health-conscious, the inclusion of petite calcium tablets or similar health-oriented products could provide an additional avenue for differentiation in the market, appealing to those who are looking for both energy and essential nutrients.