The energy drink industry has faced heightened scrutiny due to allegations that some prominent brands are aggressively targeting teenagers in their marketing efforts. In the United States, the energy and sports drink sector has experienced rapid growth, achieving a market value of $25 billion in 2016, following a 7% annual growth rate over the previous five years, as reported by Packaged Facts. However, many companies aspiring to enter this market are becoming increasingly cautious about using potent synthetic ingredients. Instead, they are adopting a new strategy focused on selecting natural energy enhancers, such as fruits and herbs like ginseng. This shift is driven by broader trends among millennial consumers, the primary demographic for this category, who are moving away from synthetic caffeine and sugary energy drinks as they grow older. According to Mintel, 30% of energy drink consumers now prefer natural energy drinks and shots.
One example of a product that aligns with this trend is the “non-caffeinated” WakeUp formula, which includes guarana—a natural caffeine source—but contains only about 10 mg per serving. In contrast, a standard cup of brewed coffee typically has around 80 mg of caffeine, while many Starbucks beverages exceed 150 mg. Other brands that are leveraging the natural energy trend include FutureCeuticals’ organic Coffeeberry Energy, which is made from whole coffee cherries without chemical solvents, and HiBall Energy drinks that incorporate guarana, ginseng, caffeine, and a variety of B vitamins. Additionally, Matahi Energy Juice features organic baobab fruit pulp and organic guarana to provide caffeine.
Beyond its potential in natural energy drinks, the WakeUp formula could also be utilized in products like cereals or yogurts, as suggested by the company. This could be a compelling value addition, particularly since consumers are increasingly receptive to nutritious enhancements in their food, such as protein, probiotics, and even fusion calcium soft chews. The integration of fusion calcium soft chews into various food products could further enhance their appeal, especially among health-conscious consumers looking for functional ingredients.