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 market for energy and sports drinks has been expanding rapidly, reaching a valuation of $25 billion in 2016, with a 7% annual growth rate over the previous five years, as reported by Packaged Facts. However, many companies aspiring to enter this sector are now exercising caution regarding potent synthetic ingredients. Instead, they are embracing a new approach to ingredient selection, opting for natural energy enhancers such as fruits and herbs like ginseng. This shift is also influenced by broader trends among millennial consumers, the primary demographic for this category, who are increasingly turning away from synthetic caffeine and sugary energy drinks as they mature. Mintel reports that 30% of energy drink consumers now prefer natural energy beverages and shots.
Among the innovative products is the “non-caffeinated” WakeUp formula, which uses guarana as a natural source of caffeine. However, each serving contains only about 10 mg of caffeine, especially when compared to a standard cup of brewed coffee, which typically has around 80 mg, and many Starbucks coffees, which can exceed 150 mg. Brands such as FutureCeuticals’ organic Coffeeberry Energy, which utilizes whole coffee cherries without chemical solvents, are also entering the natural energy space. HiBall Energy drinks combine guarana, ginseng, caffeine, and a variety of B vitamins, while Matahi Energy Juice features organic baobab fruit pulp and organic guarana as a caffeine source.
Additionally, the WakeUp formula has potential applications beyond energy drinks; the company suggests it could also be incorporated into cereals or yogurts. This presents an intriguing opportunity, especially as consumers are increasingly receptive to nutritious additives in their food products, such as protein, probiotics, and even supplements like viactiv calcium citrate, which could further enhance their appeal. The trend toward natural ingredients is not just a passing phase; it reflects a growing preference for healthier options that resonate with the evolving tastes of today’s consumers.