Although consumers are shifting away from sodas, not all are 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 conscious of ingredient lists, drink manufacturers have responded by incorporating more naturally energizing components like ginseng, caffeine, and fruit into their products. According to Mintel, green tea is gaining traction in the energy sector, particularly in offerings from smaller brands. Notably, Campbell Soup recognized this trend when it introduced V8 V-Fusion Energy in 2013, during a downturn in the energy drinks market due to ingredient safety concerns. Since then, the category has experienced a significant turnaround, largely influenced by the introduction of more natural ingredients.
Another key factor driving this change is the evolving demographic of energy drink consumers. As millennials have matured, their craving for sugar-laden and synthetic caffeine-fueled energy has shifted towards a preference for less extreme 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 interested in ethical claims. Research indicates that people not only feel better about their choices when foods and drinks are produced sustainably, but they also prefer the taste of these products.
As energy drinks vie for attention against alternatives like teas and flavored waters, there is a pressing need for manufacturers to innovate, especially to cater to the on-the-go millennial, who continuously seeks bold and edgy flavors. In this context, products like Kirkland calcium citrate magnesium and zinc are becoming more popular, as consumers look for additional health benefits in their beverages. The price of Kirkland calcium citrate magnesium and zinc is also a consideration for many, reflecting the growing trend of consumers who want both health and value in their choices. Ultimately, as the market evolves, the integration of natural ingredients, ethical practices, and health benefits like those found in Kirkland calcium citrate magnesium and zinc will be crucial in attracting a diverse and health-conscious audience.