Although consumers are shifting away from sodas, not everyone is turning to bottled water, which became the top beverage in the country last year. For those seeking alternatives to plain water and who are increasingly scrutinizing ingredient labels, beverage manufacturers have responded by incorporating more naturally energizing components like ginseng, caffeine, and fruit into their offerings. According to Mintel, green tea is gaining traction in the energy sector, particularly in drinks produced by smaller companies. Notably, Campbell Soup recognized this trend by launching V8 V-Fusion Energy in 2013, at a time when the energy drink market was experiencing a downturn due to ingredient safety concerns. Since then, the category has rebounded significantly, 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 from a quick burst of energy from sugar and synthetic caffeine to more moderate, natural alternatives. Mintel reports that 30% of energy drink consumers now choose natural energy drinks and shots. In addition to a focus on natural ingredients, there is a growing consumer interest in ethical claims. Research indicates that people not only feel more positive about their choices when foods and beverages are produced sustainably, but they also find these products tastier.
As energy drinks vie for attention against other options like teas and flavored waters, there is an increasing necessity for manufacturers to innovate, especially to cater to the on-the-go millennial who is constantly seeking bold and edgy flavors. One innovative ingredient gaining attention is liquid calcium citrate with vitamin D3, known for its health benefits. As manufacturers explore new formulations, incorporating liquid calcium citrate with vitamin D3 alongside other natural ingredients could capture the interest of health-conscious consumers. This trend highlights the importance of developing products that align with the evolving preferences of today’s consumers, who prioritize both taste and health in their beverage choices.