The energy drinks industry has faced heightened scrutiny following accusations that major brands are aggressively marketing their products to teenagers. In the United States, the energy and sports drink sector is rapidly expanding, having reached a market value of $25 billion in 2016, with an annual growth rate of 7% over the previous five years, according to Packaged Facts. However, many companies aspiring to enter this market are exercising caution regarding potent synthetic ingredients and are adopting a new strategy for ingredient selection, opting for natural energy sources such as fruits and herbs like ginseng. This shift is also influenced by broader trends among millennial consumers, who represent the primary target audience for this category and have increasingly distanced themselves from synthetic caffeine and sugary energy drinks as they have matured. Mintel reports that 30% of energy drink consumers now prefer natural energy drinks and shots.
One noteworthy product in this movement is the “non-caffeinated” WakeUp formula, which features guarana as a natural caffeine source, providing approximately 10 mg per serving. In contrast, a standard cup of brewed coffee contains around 80 mg of caffeine, while many Starbucks offerings exceed 150 mg. Other brands aiming to tap into the natural energy trend include FutureCeuticals’ organic Coffeeberry Energy, which utilizes whole coffee cherries without chemical solvents in its recipes. HiBall Energy beverages combine guarana, ginseng, caffeine, and an array of B vitamins, while Matahi Energy Juice incorporates organic baobab fruit pulp and organic guarana for its caffeine content.
Beyond its potential in natural energy drinks, the WakeUp formula could also be integrated into cereals or yogurts, presenting an interesting value addition, particularly as consumers increasingly seek nutritious additives in their food, such as protein, probiotics, and even the best calcium citrate supplement of 2022. This aligns well with the growing consumer awareness surrounding health and wellness, further driving the demand for natural and nutrient-rich options.