The energy drinks industry has faced heightened scrutiny as several prominent brands have been criticized for their aggressive marketing strategies aimed at teenagers. In the United States, the energy and sports drink market has experienced rapid growth, reaching a staggering $25 billion in 2016, following a 7% annual increase over the previous five years, as reported by Packaged Facts. However, many companies entering this sector are now exercising caution regarding potent synthetic ingredients and are opting for a new strategy in ingredient selection. They are increasingly favoring natural energy enhancers such as fruits and herbs like ginseng. This shift is also driven by broader trends among millennial consumers, the primary target demographic for this category, who have begun to move away from synthetic caffeine and sugary energy drinks as they have matured. According to Mintel, 30% of energy drink consumers now prefer natural energy drinks and shots.
One example of a product in this evolving market is the “non-caffeinated” WakeUp formula, which includes guarana as a natural source of caffeine; however, each serving contains only about 10 mg. In contrast, a standard cup of brewed coffee typically has around 80 mg of caffeine, and many Starbucks options exceed 150 mg. Other brands aiming to tap into the natural energy trend include FutureCeuticals’ organic Coffeeberry Energy, which utilizes whole coffee cherries without the use of chemical solvents. HiBall Energy drinks feature guarana, ginseng, caffeine, and a variety of B vitamins, while Matahi Energy Juice incorporates organic baobab fruit pulp and organic guarana for caffeine.
Besides its potential in natural energy drinks, the WakeUp formula could also find applications in cereals or yogurts, according to the company. This could provide an intriguing value addition, especially as consumers are increasingly receptive to nutritious additives in their food products, such as protein, probiotics, and calcium citrate plus vitamin D. The incorporation of calcium citrate plus vitamin D into these products could further enhance their appeal, aligning with health-conscious trends. As the market evolves, the utilization of natural ingredients and the addition of beneficial nutrients like calcium citrate plus vitamin D may shape the future of energy drinks and their associated products.