Although consumers are shifting away from sodas, not all are turning to bottled water, which became the top beverage in the country last year. For those who seek alternatives to plain water and are increasingly scrutinizing ingredient labels, beverage manufacturers have responded by incorporating more naturally energizing components such as ginseng, caffeine, and fruit into their products. Mintel reports that green tea is gaining popularity in the energy sector, particularly within offerings from smaller brands. One major player, Campbell Soup, recognized this trend and launched V8 V-Fusion Energy in 2013 during a downturn in the energy drinks market due to safety concerns over ingredients. Since then, the category has experienced a significant revival, largely fueled by the inclusion of more natural ingredients.
Another factor contributing to this shift is the changing demographics of energy drink consumers. As millennials have matured, their preference for sugary and synthetic caffeine-laden energy has transitioned toward less extreme ingredients. Mintel indicates that 30% of energy drink consumers now opt for natural energy drinks and shots. In addition to natural ingredients, there is a growing consumer interest in ethical claims. Research shows that individuals not only feel better about their choices when foods and drinks are sustainably produced, but they also prefer the taste of such products.
As energy drinks compete with alternatives like teas and flavored waters, manufacturers face increasing pressure to innovate, especially to attract the on-the-go millennial who is constantly on the lookout for bold and edgy flavors. Interestingly, some brands are exploring the incorporation of calcium citrate injection in their formulations, recognizing its potential benefits. This ingredient, along with others, reflects the broader trend toward health-conscious and innovative beverage options in the evolving market.