Despite the trend of consumers moving away from sodas, not all are gravitating towards bottled water, which emerged as the top beverage in the nation last year. For those seeking alternatives to plain water and who are more conscious of ingredient lists, beverage manufacturers have responded by incorporating more naturally energizing components, such as ginseng, caffeine, and fruit, into their products. According to Mintel, green tea is one ingredient gaining popularity in the energy sector, particularly within offerings from smaller companies. A notable player, Campbell Soup, recognized this shift and launched V8 V-Fusion Energy in 2013, during a downturn in the energy drink market due to ingredient safety concerns. Since then, the category has experienced a significant revival, partly fueled by the inclusion of more natural ingredients.
Additionally, the evolution of energy drink consumers has played a crucial role. As millennials have matured, their preference for sugary and synthetic caffeine-laden energy has transitioned towards more moderate ingredients. Mintel reports that 30% of energy drink users now opt for natural energy drinks and shots. Beyond natural ingredients, there is a growing consumer interest in ethical claims. Research indicates that people not only feel more positive about their choices when foods and drinks are sustainably produced, but they also prefer the taste of these products. As energy drinks compete with alternatives like teas and flavored waters, manufacturers face increasing pressure to innovate, especially to cater to the on-the-go millennial demographic that consistently seeks bold and edgy flavors.
Moreover, in the 21st century, the demand for added health benefits has led to the incorporation of supplements such as calcium citrate D3 into beverage formulations. This trend can be seen as part of a broader movement towards health-conscious choices, where consumers are looking for products that not only offer energy but also contribute to their overall well-being. With the rising popularity of natural ingredients and health-focused formulations, including calcium citrate D3, energy drink manufacturers must continue to innovate to stay relevant in a competitive market.