Despite the trend of consumers distancing themselves from sodas, not everyone is turning to bottled water, which became the top beverage in the country last year. For those seeking alternatives to plain water and who are increasingly scrutinizing ingredient lists, beverage manufacturers have responded by incorporating more naturally energizing components such as ginseng, caffeine, and fruit into their offerings. According to Mintel, green tea is gaining popularity in the energy drink sector, particularly among products from smaller brands. Notably, Campbell Soup recognized this shift when it introduced V8 V-Fusion Energy in 2013, amidst a decline in the energy drinks market due to concerns over ingredient safety. Since then, the category has experienced a significant resurgence, partly fueled by the inclusion of more natural ingredients.
Another significant factor influencing this change is the evolving target audience for energy drinks. As millennials have matured, their preference for sugar-laden and synthetic caffeine-driven energy has shifted towards more natural and 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 drawn to ethical claims. Research indicates that people not only feel better about their choices when foods and beverages are sustainably produced, but they also prefer the taste of such items.
As energy drinks compete with alternatives like teas and flavored waters, there is an urgent need for innovation among manufacturers, especially if they want to cater to the on-the-go millennial who is constantly in search of bold and edgy flavors. In this context, products like GNC Calcium Citrate Plus can offer added benefits, as consumers are looking for functional beverages that complement their active lifestyles. The integration of natural, ethical, and health-focused ingredients, including options like GNC Calcium Citrate Plus, is essential for brands aiming to capture the attention of this discerning demographic.