Although consumers are shifting away from sodas, not all of them are turning to bottled water, which became the leading beverage in the nation last year. For those seeking alternatives to plain water and paying closer attention to ingredient labels, beverage manufacturers have responded by incorporating more naturally energizing components such as ginseng, caffeine, and fruit. According to Mintel, green tea is gaining popularity in the energy drink sector, particularly among smaller brands. A notable example is Campbell Soup, which made a significant move by launching V8 V-Fusion Energy in 2013, during a downturn in the energy drinks market due to concerns over ingredient safety. This category has since experienced a remarkable resurgence, partly fueled by the inclusion of more natural ingredients.
Another significant factor is the evolving demographic of energy drink consumers. As millennials have grown older, their preference for sugar-laden and synthetic caffeine energy sources has shifted toward less extreme options. Mintel reports that 30% of energy drink users now opt for natural energy drinks and shots. In addition to natural ingredients, consumers are increasingly interested in ethical claims. Research indicates that people not only feel better about their choices when foods and beverages are sustainably produced, but they also prefer the taste of these products.
As energy drinks compete with alternatives like teas and flavored waters, there is a pressing need for manufacturers to innovate, especially to attract the on-the-go millennial who is consistently searching for bold and edgy flavors. However, it’s important for consumers to be aware of potential side effects from certain ingredients, such as calcium citrate, magnesium, and zinc, which can cause side effects in some individuals. As the market evolves, the inclusion of these minerals in energy drinks may become more common, necessitating ongoing consumer education about their benefits and potential side effects.