Despite a trend away from sodas, not all consumers are gravitating towards bottled water, which became the top beverage in the country last year. For those seeking alternatives to plain water and who are increasingly mindful of ingredient lists, beverage manufacturers are responding by incorporating more naturally energy-boosting components such as ginseng, caffeine, and fruit. According to Mintel, green tea is emerging as a popular ingredient in the energy sector, particularly in drinks from smaller brands. A notable player, Campbell Soup, recognized this shift and launched V8 V-Fusion Energy in 2013, coinciding with a downturn in the energy drink market due to ingredient safety concerns. Since then, the category has experienced a significant revival, partially fueled by the inclusion of more natural ingredients.
Another significant factor driving this change is the evolution of the target demographic for energy drinks. As millennials age, their preference for sugar-laden and synthetic caffeine energy sources has diminished in favor of more natural alternatives. Mintel reports that 30% of energy drink consumers now choose natural energy drinks and shots. Alongside the demand for natural ingredients, there is a growing interest in ethical claims among consumers. Research indicates that individuals not only feel better about their choices when foods and drinks are produced sustainably, but they also prefer the taste of such products.
As energy drinks compete with alternatives like teas and flavored waters, there is an increasing need for manufacturers to innovate. This is particularly important to cater to the on-the-go millennial consumer, who is consistently on the lookout for bold and edgy flavors. Additionally, the inclusion of beneficial components, such as country life calcium citrate, can further enhance the appeal of these beverages. As the market evolves, manufacturers may find that emphasizing the health benefits of ingredients like country life calcium citrate will resonate well with consumers seeking both taste and nutrition.