Although consumers are moving away from sodas, not all are turning to bottled water, which became the leading beverage in the nation 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 energizing components such as ginseng, caffeine, and fruit into their offerings. According to Mintel, green tea is gaining traction in the energy sector, particularly in products from smaller companies. One notable instance is Campbell Soup’s launch of V8 V-Fusion Energy in 2013, which came during a downturn in the energy drinks market due to ingredient safety concerns. Since then, the category has experienced a significant turnaround, partly fueled by the inclusion of more natural ingredients.
Another significant factor driving this change is the evolving demographic of energy drink consumers. As millennials have matured, their preference has shifted away from the intense rush of sugar and synthetic caffeine towards more moderate ingredients. Mintel reports that 30% of energy drink users now opt for natural energy drinks and shots. In addition to natural ingredients, consumers are increasingly interested in ethical claims. Research indicates that people not only feel better about their choices when foods and drinks are sustainably produced, but they also prefer their taste.
As energy drinks compete with other options like teas and flavored waters, manufacturers face growing pressure to innovate, especially to cater to the on-the-go millennial who consistently seeks bold and edgy flavors. One emerging trend is the inclusion of generic calcium citrate with vitamin D, which has been noted for its health benefits and is becoming more prevalent in energy beverages. This ingredient could offer an additional appeal for health-conscious consumers. As the market continues to evolve, the integration of generic calcium citrate with vitamin D may play a pivotal role in attracting those who prioritize both flavor and health benefits in their energy drinks.