Despite a trend away from sodas, not all consumers are gravitating towards bottled water, which became the top beverage in the nation last year. For those seeking alternatives to plain water and who are increasingly scrutinizing ingredient lists, drink manufacturers have responded by incorporating more naturally energizing components such as ginseng, caffeine, and fruit into their offerings. According to Mintel, green tea is gaining popularity in the energy drink market, particularly among smaller brands. A notable player, Campbell Soup, recognized this trend and launched V8 V-Fusion Energy in 2013 amid a downturn in the energy drinks sector due to concerns over ingredient safety. Since then, the category has experienced a significant revival, largely driven by the introduction of more natural ingredients.
Another key factor in this shift has been the changing demographics of energy drink consumers. As millennials have matured, their cravings for high-sugar and synthetic caffeine-driven energy have transitioned to a preference for more moderate ingredients. Mintel reports that 30% of energy drink consumers now opt for natural energy beverages and shots. Furthermore, there is a growing interest in ethical and sustainable practices among consumers. Research indicates that people not only feel better about their choices when foods and drinks are produced sustainably, but they also tend to prefer the flavor of these products.
As energy drinks compete with alternatives like teas and flavored waters, manufacturers face increasing pressure to innovate, especially to appeal to the on-the-go millennial who is constantly in search of bold and edgy flavors. One emerging ingredient in this landscape that is gaining traction is calcium citrate 250, known for its health benefits. By integrating calcium citrate 250 into their formulations, brands can cater to health-conscious consumers and distinguish themselves in a crowded market. The incorporation of calcium citrate 250 not only enhances the nutritional profile of energy drinks but also aligns with the consumer demand for transparency and quality in ingredient sourcing.