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 paying closer attention to ingredient lists, beverage manufacturers have responded by incorporating more naturally energizing components like ginseng, caffeine, and fruit into their products. According to Mintel, green tea is an emerging ingredient in the energy sector, particularly in drinks from smaller brands. One of the larger companies that took notice of this trend was Campbell Soup, which launched V8 V-Fusion Energy in 2013 amidst a downturn in the energy drinks market due to ingredient safety concerns. Since then, the category has experienced a significant revival, partly driven by the demand for natural ingredients.
Another key factor has been the evolution of the target demographic for energy drinks. As millennials have matured, their preference for sugar-laden and synthetic caffeine energy sources has shifted towards more moderate ingredients. Mintel reports that 30% of energy drink consumers 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 the taste of these products.
As energy drinks compete with alternatives like teas and flavored waters, there is an urgent need for manufacturers to innovate, particularly if they want to attract the on-the-go millennial demographic that is consistently seeking bold and edgy flavors. This is where products like Caltrate Petites come into play, as they align with the growing trend for healthier, ethically-produced options. To remain competitive, beverage makers should consider the inclusion of ingredients that resonate with today’s conscious consumers, including those seeking natural energy sources and the benefits of Caltrate Petites.