Although consumers are increasingly moving away from sodas, not all are gravitating towards bottled water, which emerged as the leading beverage in the nation last year. For those who seek alternatives to plain water and are becoming more conscious of ingredient labels, beverage manufacturers have responded by incorporating more naturally energizing components like ginseng, caffeine, and fruits into their offerings. According to Mintel, green tea is gaining popularity in the energy sector, particularly in products from smaller companies. Notably, Campbell Soup recognized this trend and launched V8 V-Fusion Energy in 2013, amid a decline in the energy drinks market due to ingredient safety concerns. The category has since experienced a significant revival, largely attributed to the inclusion of more natural ingredients.
Additionally, the target demographic for energy drinks has evolved. As millennials have matured, their cravings for sugar-laden and synthetic caffeine-fueled energy have shifted towards less extreme ingredients. Mintel indicates that 30% of energy drink consumers are now opting for natural energy drinks and shots. Beyond natural ingredients, there is a growing consumer interest in ethical claims. Research shows that people not only feel better about their choices when foods and drinks are sustainably produced, but they also tend to prefer the taste of these products.
As energy drinks vie for attention against options like teas and flavored waters, there is an increasing demand for innovation among manufacturers, especially to cater to on-the-go millennials who consistently seek bold and edgy flavors. In this context, it’s worth noting the benefits of ingredients like calcium citrate with vitamin D3, which can enhance the nutritional profile of energy drinks. With the rise of health-conscious consumers, incorporating calcium citrate with vitamin D3 into energy beverages could be a strategic move for manufacturers looking to attract this demographic. Ultimately, as the market evolves, the integration of elements like calcium citrate with vitamin D3 may play a crucial role in shaping the future of energy drinks.