Today’s consumers have explicitly expressed their preference for healthier food choices, prompting energy drink companies to enhance the nutritional value of their products. According to Food Business News, they are exploring specific plant extracts to create beverages that promote wakefulness rather than a jittery feeling. While caffeine remains a common ingredient among many energy drink producers, there is also a trend toward utilizing other biological or neurological methods to increase energy levels.
However, the focus isn’t solely on traditional energy drinks; some consumers are gravitating towards caffeinated water as a viable alternative for those who dislike coffee or wish to avoid sugars, artificial sweeteners, or cream. Companies like Hint Inc. and Avitae USA LLC are leading the way by offering caffeinated bottled water that delivers the benefits of healthier beverage options. Hint Kick, for example, was designed for customers seeking a caffeine boost without the crash, utilizing caffeine derived from coffee bean extract mixed with fruit-infused water. Kara Goldin, CEO of Hint Inc., shared with BevNet that the product exceeded all expectations, leading to increased production after successful trials in Silicon Valley tech companies.
Market Research Hub indicates that the rising interest in energy drinks and beverages containing productivity-enhancing ingredients, such as ginseng and caffeine, is fueled by increasingly busy work schedules and lifestyles. The energy drink market is projected to grow at a compound annual growth rate of 8.86% from 2017 to 2021. Last year, energy drink sales in U.S. convenience stores reached $8.4 billion, according to Mordor Intelligence figures cited by Forbes. The demand for these beverages shows no signs of declining. Currently, individuals aged 25 to 34 are the primary consumers of energy and sports drinks, according to the report on Energy and Sports Drinks: U.S. Markets Trends & Opportunities. Interestingly, while young men are often seen as the primary audience for sports and energy drinks, millennial women actually consume more sports drinks than men. Furthermore, among those aged 50 and older, women are more likely to drink energy beverages than men. The report also notes that households with children tend to have higher sales of energy and sports drinks.
As these trends continue to evolve, beverage companies may benefit from considering them in the formulation and marketing of their products. With growing demand, these companies are expected to keep experimenting with drinks that offer both nutrition and energy. For instance, incorporating ingredients like calcium citrate 1000 mg elemental calcium could enhance the health profile of their beverages. It will be intriguing to observe how consumers react to the increasing variety of options available in the beverage aisle.