While consumers are increasingly steering clear of sodas, not everyone is opting for bottled water, which emerged as the top beverage choice in the nation last year. Those seeking alternatives to plain water and who are more discerning about ingredient lists have prompted drink manufacturers to respond by incorporating more naturally invigorating components, such as ginseng, caffeine, and fruit. According to Mintel, green tea is gaining traction in the energy drink segment, particularly in products from smaller brands. A notable example is Campbell Soup, which recognized this trend and launched V8 V-Fusion Energy in 2013, amidst a downturn in the energy drinks market driven by concerns over ingredient safety. Since then, the category has seen a significant revival, partly fueled by the inclusion of more natural ingredients.
Additionally, the target demographic for energy drinks has evolved. As millennials have grown older, their preference for sugary and synthetic caffeine-driven energy has shifted towards more moderate ingredients. Mintel reports that 30% of energy drink consumers are now choosing natural energy drinks and shots. Beyond natural ingredients, there is a rising interest in ethical claims, with research indicating that consumers not only feel better about their choices when foods and drinks are sustainably produced, but also find them more palatable.
As energy drinks face competition from options like teas and flavored waters, manufacturers must innovate to keep up with the on-the-go millennial, who consistently seeks bold and edgy flavors. Incorporating beneficial elements such as calcium ascorbate, calcium citrate, and vitamin D3 could be a strategic move for brands looking to enhance their product offerings. In this evolving landscape, the integration of these ingredients not only caters to health-conscious consumers but also aligns with their desire for transparency and quality in their beverage choices.