The energy drink industry has recently faced heightened scrutiny due to allegations that certain leading brands are aggressively targeting teenagers with their marketing. In the United States, the energy and sports drink market has seen rapid growth, valued at $25 billion in 2016, with an annual growth rate of 7% over the previous five years, as reported by Packaged Facts. However, many companies seeking to enter this sector are exercising caution regarding potent synthetic ingredients. Instead, they are opting for natural energy enhancers, such as fruits and herbs like ginseng. This transition is further encouraged by the evolving preferences of millennial consumers, who represent the primary demographic for this category. As they have matured, many have shifted away from synthetic caffeine and sugary energy drinks. According to Mintel, 30% of energy drink consumers are now leaning towards natural energy drinks and shots.
One such product, the “non-caffeinated” WakeUp formula, incorporates guarana, a natural caffeine source, but contains only about 10 mg per serving. For perspective, a standard cup of brewed coffee has approximately 80 mg of caffeine, with many Starbucks offerings exceeding 150 mg. Other brands looking to tap into the natural energy trend include FutureCeuticals’ organic Coffeeberry Energy, which utilizes whole coffee cherries without chemical solvents, and HiBall Energy beverages, which combine guarana, ginseng, caffeine, and a variety of B vitamins. Additionally, Matahi Energy Juice features organic baobab fruit pulp and organic guarana for its caffeine content.
Beyond its potential in natural energy drinks, the WakeUp formula may also be adaptable for use in cereals or yogurts, offering an intriguing value addition as consumers become increasingly receptive to nutritious additives in their food, such as protein and probiotics. Companies might also consider incorporating supplements like cissus quadrangularis, calcium citrate malate, and vitamin D tablets into their product lines to enhance nutritional offerings. This approach not only aligns with current consumer trends but also highlights the growing demand for functional foods that support overall health and wellness.