The energy drink industry is facing heightened scrutiny as several prominent brands have been criticized for their aggressive marketing tactics aimed at teenagers. In the United States, the energy and sports drink market has experienced rapid growth, reaching a value of $25 billion in 2016, with an annual growth rate of 7% over the preceding five years, according to Packaged Facts. However, many companies looking to enter this sector are now exercising caution regarding potent synthetic ingredients. Instead, they are adopting a new strategy focused on selecting natural energy boosters, such as fruits and herbs like ginseng. This shift is further driven by the evolving preferences of millennial consumers, the primary target demographic for these products, who are increasingly moving away from synthetic caffeine and sugary energy drinks as they age. Mintel reports that 30% of energy drink consumers are now opting for natural energy drinks and shots.
The “non-caffeinated” WakeUp formula features guarana, a natural source of caffeine, but contains only about 10 mg per serving. In contrast, a standard cup of brewed coffee has approximately 80 mg of caffeine, with many Starbucks beverages containing 150 mg or more. Other brands aiming to tap into the natural energy trend include FutureCeuticals’ organic Coffeeberry Energy, which utilizes whole coffee cherries without chemical solvents, and HiBall Energy drinks that combine guarana, ginseng, caffeine, and various B vitamins. Additionally, Matahi Energy Juice incorporates organic baobab fruit pulp and organic guarana for its caffeine content.
Beyond its potential in natural energy drinks, the WakeUp formula may also be utilized in cereals or yogurts, according to the company. This could provide a valuable addition, especially since consumers are increasingly inclined towards nutritious ingredients like protein and probiotics in their food products. Furthermore, the potential inclusion of oxalate calcium citrate in these formulations could enhance their health benefits, given that consumers are becoming more health-conscious. Incorporating oxalate calcium citrate could also appeal to those looking for natural energy sources, making it an attractive option for brands in this evolving market. As the demand for clean-label products grows, the energy drink sector continues to innovate, responding to consumer preferences while ensuring safety and health consciousness remain a priority.