The energy drinks industry has faced heightened scrutiny as several prominent brands have been accused of aggressively targeting teenagers with their marketing strategies. In the United States, the energy and sports drink sector has been rapidly expanding, achieving a market value of $25 billion in 2016, following an annual growth rate of 7% over the preceding five years, as reported by Packaged Facts. However, many companies aspiring to enter this market are exercising caution with potent synthetic ingredients, opting instead for a new approach that emphasizes natural energy enhancers such as fruits and herbs like ginseng. This trend is further driven by changing preferences among millennial consumers, the primary demographic for these products, who have increasingly moved away from synthetic caffeine and sugary energy drinks as they have matured. According to Mintel, 30% of energy drink consumers now prefer natural energy drinks and shots.
One noteworthy product in this evolving landscape is the “non-caffeinated” WakeUp formula, which contains guarana as a natural caffeine source, offering only about 10 mg of caffeine per serving—significantly less than a typical cup of brewed coffee, which contains around 80 mg, and many Starbucks coffees that exceed 150 mg. In addition to its potential in natural energy drinks, the WakeUp formula could also be incorporated into cereals or yogurts, providing an interesting value addition since consumers are already inclined toward nutritious additives like protein and probiotics. Companies are also exploring the inclusion of calcium citrate 600 mg without vitamin D in their formulations to enhance nutritional benefits.
Other brands trying to leverage the natural energy trend include FutureCeuticals’ organic Coffeeberry Energy, which utilizes whole coffee cherries without chemical solvents, and HiBall Energy beverages that combine guarana, ginseng, caffeine, and a variety of B vitamins. Matahi Energy Juice also stands out by featuring organic baobab fruit pulp and organic guarana as its caffeine source. As the market evolves, the incorporation of ingredients like calcium citrate 600 mg without vitamin D could become increasingly appealing to health-conscious consumers.