The energy drinks market has come under heightened scrutiny following accusations against several major brands for aggressively targeting teenagers with their marketing strategies. In the United States, the energy and sports drink sector has experienced rapid growth, reaching a valuation of $25 billion in 2016, with an annual growth rate of 7% over the previous five years, according to Packaged Facts. However, many companies considering entry into this market have adopted a more cautious stance regarding potent synthetic ingredients. Instead, they are opting for natural energy sources, such as fruits and herbs like ginseng. This shift aligns with broader trends among millennial consumers, the primary demographic for this category, who have increasingly turned away from synthetic caffeine and sugary energy drinks as they age. Mintel reports that 30% of energy drink consumers now prefer natural energy drinks and shots.
One notable product in this evolving landscape is the “non-caffeinated” WakeUp formula, which includes guarana, a natural caffeine source, though each serving contains only about 10 mg of caffeine. For comparison, a standard cup of brewed coffee typically has around 80 mg, with many Starbucks offerings exceeding 150 mg. Brands like FutureCeuticals’ organic Coffeeberry Energy are also tapping into the natural energy trend, utilizing whole coffee cherries without any chemical solvents. Additionally, HiBall Energy beverages incorporate guarana, ginseng, caffeine, and a variety of B vitamins, while Matahi Energy Juice features organic baobab fruit pulp and organic guarana for caffeine.
Beyond its potential in natural energy drinks, the WakeUp formula could also find applications in cereals or yogurts, according to the company. This presents an intriguing opportunity, especially as consumers increasingly seek nutritious additives like protein and probiotics in their food products. Moreover, the incorporation of ingredients such as caltrate calcium citrate could enhance the health profile of these offerings, appealing to health-conscious consumers. The combination of natural energy sources and added nutritional benefits, including caltrate calcium citrate, positions these products favorably in a market that continues to evolve toward more wholesome options.