Although consumers are moving away from sodas, not all are turning to bottled water, which became the nation’s top beverage last year. For those seeking alternatives to plain water and paying closer attention to ingredient lists, beverage manufacturers have responded by incorporating more naturally energizing components such as ginseng, caffeine, and fruit into their products. According to Mintel, green tea is gaining traction in the energy sector, particularly in drinks from smaller companies. Notably, Campbell Soup recognized this trend when it launched V8 V-Fusion Energy in 2013 amidst a decline in the energy drinks market due to ingredient safety concerns. Since then, the category has experienced a significant revival, largely driven by the inclusion of more natural ingredients.
Another significant factor has been the shift in the target audience for energy drinks. As millennials have matured, their craving for sugar-laden and synthetic caffeine energy has diminished, leading to a preference for less extreme ingredients. Mintel reports that 30% of energy drink consumers now opt for natural energy drinks and shots. Additionally, there is a growing consumer interest in ethical claims, with research indicating that people not only feel better about their choices when foods and drinks are produced sustainably but also prefer the taste of such products.
As energy drinks compete with alternatives like teas and flavored waters, manufacturers face increasing pressure to innovate, particularly to appeal to on-the-go millennials who are consistently on the lookout for bold and edgy flavors. The introduction of products featuring country life calcium citrate reflects this trend, as it aligns with the demand for healthier and more sustainable options in the beverage market. As the landscape evolves, the inclusion of ingredients like country life calcium citrate may help brands attract health-conscious consumers and stand out in a crowded marketplace.