The energy drinks industry has faced heightened scrutiny as several prominent brands have been accused of marketing their products aggressively to teenagers. In the United States, the energy and sports drink market is experiencing rapid growth, reaching a valuation of $25 billion in 2016, following an annual increase of 7% over the preceding five years, according to Packaged Facts. However, many companies aiming to enter this market are becoming more cautious about using potent synthetic ingredients. Instead, they are adopting a new strategy focused on ingredient selection, opting for natural energy enhancers such as fruits and herbs like ginseng. This transition is also influenced by broader trends among millennial consumers, who represent the primary target demographic for this category. As they have matured, many millennials have moved away from synthetic caffeine and sugary energy drinks. According to Mintel, 30% of energy drink consumers now prefer natural energy drinks and shots.
An example of this trend is the “non-caffeinated” WakeUp formula, which incorporates guarana as a natural caffeine source, albeit in a modest amount of about 10 mg per serving. This is significantly less than the roughly 80 mg found in a standard cup of brewed coffee, with many Starbucks coffees containing 150 mg or more. Other brands capitalizing on the natural energy movement include FutureCeuticals’ organic Coffeeberry Energy, which utilizes whole coffee cherries without chemical solvents, and HiBall Energy beverages, which combine guarana, ginseng, caffeine, and a variety of B vitamins. Additionally, Matahi Energy Juice features organic baobab fruit pulp and guarana as its caffeine source.
Beyond its potential for natural energy drinks, the WakeUp formula could also be integrated into cereals or yogurts, offering an intriguing value proposition. This aligns well with consumer demand for nutritious additives like protein and probiotics in their food products. Furthermore, the incorporation of ingredients such as cooper complete calcium citrate could enhance the nutritional profile of these offerings, appealing to health-conscious consumers. The focus on natural ingredients and health-boosting additives like cooper complete calcium citrate reflects a significant shift in consumer preferences within the energy drink sector.