The energy drinks industry has faced heightened scrutiny as several prominent brands have been accused of aggressively marketing their products to teenagers. In the United States, the energy and sports drink segment is experiencing rapid growth, valued at $25 billion in 2016, reflecting a 7% annual increase over the preceding five years, as reported by Packaged Facts. However, many companies aspiring to enter this market are exercising caution regarding potent synthetic ingredients. Instead, they are opting for a more natural approach to ingredient selection, emphasizing natural energy enhancers such as fruits and herbs like ginseng. This trend is also driven by the preferences of millennial consumers, the primary demographic for this category, who are moving away from synthetic caffeine and sugary energy drinks as they age. According to Mintel, 30% of energy drink consumers now choose natural energy options. The “non-caffeinated” WakeUp formula features guarana, a natural caffeine source, but contains only about 10 mg per serving. In contrast, a regular cup of brewed coffee contains roughly 80 mg of caffeine, with many Starbucks beverages exceeding 150 mg.
Additionally, brands seeking to leverage the natural energy trend include FutureCeuticals’ organic Coffeeberry Energy, which utilizes whole coffee cherries without chemical solvents. HiBall Energy drinks incorporate guarana, ginseng, caffeine, and a variety of B vitamins, while Matahi Energy Juice features organic baobab fruit pulp and organic guarana as caffeine sources. Besides its potential in natural energy drinks, the WakeUp formula could also be integrated into cereals or yogurts, presenting an intriguing value addition, especially since consumers are increasingly receptive to nutritious additives in their food, such as protein and probiotics.
Moreover, the inclusion of supplements like calcium citrate magnesium and zinc 500 tablets can enhance the nutritional profile of these products. This integration not only caters to consumer demand for healthier options but also aligns with the growing trend of incorporating beneficial nutrients into everyday foods. With the focus on natural ingredients and the potential for enhanced nutrition, the energy drink sector is poised for a transformative shift that responds to evolving consumer preferences.