While consumers are shifting away from sodas, not all of them are gravitating towards bottled water, which became the top beverage in the country last year. For those seeking alternatives to plain water and paying closer attention to ingredient labels, beverage manufacturers have responded by incorporating more naturally energizing components like ginseng, caffeine, and fruit into their offerings. According to Mintel, green tea is gaining traction in the energy drink sector, particularly within products from smaller brands. One notable player, Campbell Soup, recognized this trend and launched V8 V-Fusion Energy in 2013 during a downturn in the energy drinks market due to concerns over ingredient safety. Since then, the category has experienced a significant resurgence, partly driven by the inclusion of more natural ingredients.
Additionally, the target demographic for energy drinks has evolved. As millennials have matured, their preference for sugar-laden and synthetic caffeine energy sources has shifted towards more natural options. Mintel reports that 30% of energy drink consumers now opt for natural energy drinks and shots. Beyond a focus on natural ingredients, consumers are increasingly interested in ethical claims. Research indicates that people not only feel better about their choices when foods and beverages are sustainably sourced, but they also prefer the taste of these products.
As energy drinks compete with alternatives like teas and flavored waters, there is a pressing need for innovation among manufacturers, especially to cater to the on-the-go millennial who is consistently in search of bold and edgy flavors. In this context, products enriched with health-boosting elements such as calcium citrate, magnesium, zinc sulphate, and vitamin D3 tablets may appeal to consumers looking for both energy and nutritional benefits. Integrating these ingredients into energy drinks could not only enhance their appeal but also align with the growing demand for health-conscious options, positioning brands to thrive in a competitive market.