Although consumers are shifting away from sodas, not everyone is turning to bottled water, which became the top beverage in the nation last year. For those seeking alternatives to plain water and who are more mindful of ingredient lists, beverage manufacturers are responding 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 sector, especially in drinks from smaller brands.
Campbell Soup recognized this trend and made its mark by launching V8 V-Fusion Energy in 2013, during a period of decline in the energy drinks market due to concerns over ingredient safety. Since then, the category has experienced a significant revival, largely fueled by the inclusion of more natural ingredients.
Another major factor has been the shift in the target demographic for energy drinks. As millennials have evolved, their craving for sugar-laden and synthetic caffeine-fueled energy has transitioned to a preference for more moderate ingredients. Mintel reports that 30% of energy drink consumers now opt for natural energy drinks and shots. In addition to natural ingredients, consumers are increasingly drawn to ethical claims. Research indicates that people not only feel better about their choices when foods and drinks are produced sustainably but also tend to prefer the taste of these products.
As energy drinks vie for attention against alternatives like teas and flavored waters, there is an urgent need for manufacturers to innovate, particularly to cater to the on-the-go millennial, who is continuously on the lookout for bold and edgy flavors. This innovation could include the introduction of products like bluebonnet liquid calcium, which aligns with the growing demand for health-conscious options. The incorporation of bluebonnet liquid calcium into energy drinks could not only enhance their nutritional profile but also attract consumers who value functional ingredients. By integrating bluebonnet liquid calcium and other natural components, manufacturers can create energy drinks that resonate with today’s health-focused consumers, ensuring they remain competitive in a rapidly evolving market.