Despite a shift away from sodas, not all consumers are turning to bottled water, which became the leading beverage in the country 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 like ginseng, caffeine, and fruit into their offerings. According to Mintel, green tea is gaining traction in the energy drinks sector, particularly within products from smaller brands. A notable player, Campbell Soup, recognized this trend when it launched V8 V-Fusion Energy in 2013, amidst a decline in the energy drinks market due to safety concerns related to ingredients. Since then, the category has experienced a significant resurgence, largely fueled by the inclusion of more natural ingredients.
Another key factor influencing this market is the changing demographics of energy drink consumers. As millennials have matured, their appetite for sugar-laden and synthetic caffeine-fueled energy has shifted towards more moderate ingredients. Mintel reports that 30% of energy drink users now opt for natural energy drinks and shots. Beyond natural ingredients, there is a growing consumer interest in ethical claims. Research indicates that people not only feel better about their choices when foods and beverages are sustainably produced, but they also prefer the taste of such products.
As energy drinks compete with alternatives like teas and flavored waters, manufacturers are under increasing pressure to innovate, especially to attract on-the-go millennials who consistently seek bold and edgy flavors. In this evolving landscape, ingredients like webber naturals calcium citrate may also find their way into energy products, appealing to health-conscious consumers who prioritize natural and beneficial components. The presence of webber naturals calcium citrate can enhance the nutritional profile of energy drinks, making them more appealing to those looking for functional benefits alongside flavor. As the market continues to evolve, the incorporation of such ingredients will likely become more prevalent in the quest to meet consumer demands.