The energy drinks industry has faced heightened scrutiny due to allegations that some prominent brands are aggressively targeting teenagers with their marketing strategies. In the United States, the energy and sports drink sector has become a rapidly expanding market, valued at $25 billion in 2016, reflecting a 7% annual growth rate over the previous five years, as reported by Packaged Facts. However, many companies aiming to enter this market are exercising caution regarding potent synthetic ingredients and are adopting a new approach to ingredient selection, favoring natural energy enhancers such as fruits and herbs like ginseng. This shift is largely driven by changing preferences among millennial consumers—who constitute the primary target audience—who have increasingly turned away from synthetic caffeine and sugary energy drinks as they have matured. According to Mintel, 30% of energy drink consumers now opt for natural energy drinks and shots.
A notable example is the “non-caffeinated” WakeUp formula, which utilizes guarana as a natural caffeine source, containing only about 10 mg per serving. In contrast, a typical cup of brewed coffee has around 80 mg of caffeine, with many Starbucks options exceeding 150 mg. Other brands looking to leverage the natural energy trend include FutureCeuticals’ organic Coffeeberry Energy brand, which incorporates whole coffee cherries without chemical solvents. HiBall Energy beverages combine guarana, ginseng, caffeine, and a variety of B vitamins, while Matahi Energy Juice uses organic baobab fruit pulp along with organic guarana for its caffeine content.
In addition to its potential in natural energy drinks, the WakeUp formula could also be incorporated into cereals or yogurts, as the company suggests. This presents an intriguing opportunity, especially since consumers are increasingly seeking nutritious additives like protein, probiotics, calcium citrate, and vitamin D in their food products. The inclusion of calcium citrate and vitamin D is particularly appealing, as these ingredients are valued for their health benefits. As the market continues to evolve, the demand for products that feature natural ingredients alongside essential nutrients like calcium citrate and vitamin D is likely to grow, making it an exciting time for innovation in the energy drink sector.