The energy drinks industry has faced intensified scrutiny following accusations that several major brands aggressively market their products to teenagers. In the United States, the energy and sports drink sector has been expanding rapidly, reaching a market value of $25 billion in 2016, with an annual growth rate of 7% over the previous five years, as reported by Packaged Facts. However, many companies seeking to enter this category are becoming cautious about the use of potent synthetic ingredients. Instead, they are adopting a new strategy focused on ingredient selection, opting for natural energy enhancers such as fruits and herbs like ginseng. This shift is influenced by broader trends among millennial consumers, the primary target demographic for this category, who are increasingly moving away from synthetic caffeine and sugary energy drinks as they mature. According to Mintel, 30% of energy drink consumers now prefer natural energy drinks and shots.
One such offering is the “non-caffeinated” WakeUp formula, which contains guarana, a natural caffeine source, but with only about 10 mg per serving. In contrast, a standard cup of brewed coffee has around 80 mg of caffeine, while many Starbucks beverages contain 150 mg or more. Other brands looking to leverage the natural energy trend include FutureCeuticals’ organic Coffeeberry Energy, which utilizes whole coffee cherries without chemical solvents, and HiBall Energy drinks, which combine guarana, ginseng, caffeine, and an assortment of B vitamins. Additionally, Matahi Energy Juice features organic baobab fruit pulp and organic guarana as its caffeine source.
Beyond its potential applications in natural energy drinks, the WakeUp formula could also be incorporated into cereals or yogurts, providing an intriguing value addition. This could be particularly appealing to consumers who are already inclined towards nutritious additives such as protein and probiotics in their food products. Interestingly, just as consumers are seeking natural energy solutions, they may also be interested in supplements like Citracal for osteoporosis, which emphasizes the growing trend towards health-conscious choices. The integration of natural ingredients in energy products mirrors a broader consumer shift towards more wholesome options, highlighting the evolving landscape of the beverage industry.