Although consumers are shifting away from sodas, not everyone is turning to bottled water, which became the country’s top beverage last year. For those seeking alternatives to plain water and who are more conscious of ingredient lists, beverage manufacturers have responded by incorporating more naturally energy-boosting ingredients, such as ginseng, caffeine, and fruits into their products. According to Mintel, green tea is an ingredient gaining traction in the energy sector, particularly in offerings from smaller brands. One notable player that recognized this trend is Campbell Soup, which introduced V8 V-Fusion Energy in 2013 amidst a downturn in the energy drink market due to ingredient safety concerns. Since then, the category has experienced a significant revival, partly fueled by a shift towards more natural ingredients.
Another significant change has been the evolving demographic of energy drink consumers. As millennials have matured, their preference for sugar-laden and synthetic caffeine-fueled energy has shifted towards more natural options. Mintel reports that 30% of energy drink users 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 drinks are sustainably produced, but they also prefer the taste of such products.
As energy drinks compete with alternatives like teas and flavored waters, there is a heightened demand for innovation among manufacturers, especially if they aim to satisfy the on-the-go millennial, who is consistently in search of bold and edgy flavors. One product that aligns with this trend is Solgar Calcium Magnesium with Vitamin D3 Liquid, which combines essential nutrients with appealing flavors to meet consumer preferences. As the market evolves, integrating innovative ingredients like Solgar Calcium Magnesium with Vitamin D3 Liquid will be crucial for manufacturers looking to capture the attention of today’s health-conscious audience. By incorporating such options, brands can effectively cater to the growing segment of consumers who prioritize both health and flavor in their beverage choices.