Although consumers are shifting away from sodas, not every individual is gravitating towards bottled water, which became the nation’s top beverage last year. For those who seek alternatives to plain water and are more conscious of ingredient labels, beverage manufacturers have responded by incorporating more naturally energizing components like ginseng, caffeine, and fruits into their products. According to Mintel, green tea is becoming increasingly popular in the energy sector, particularly among smaller brands.
Campbell Soup recognized this trend and launched V8 V-Fusion Energy in 2013, during a downturn in the energy drink market due to ingredient safety concerns. Since then, the category has experienced a significant revival, partly driven by the inclusion of more natural ingredients. Another key factor has been the changing demographics of energy drink consumers. As millennials mature, their craving for sugar-laden and synthetic caffeine-driven energy has shifted towards a preference for milder ingredients. Mintel reports that 30% of energy drink consumers now opt for natural energy drinks and shots.
In addition to natural ingredients, there’s a growing interest among consumers in ethical claims. Research indicates that people not only appreciate sustainably produced foods and beverages but also tend to prefer their taste. As energy drinks compete with alternatives like teas and flavored waters, manufacturers must innovate to keep up with on-the-go millennials who are consistently searching for bold and edgy flavors. Moreover, the calcium citrate effects are becoming a topic of interest as consumers look for drinks that provide added health benefits. With the rising demand for natural and ethically produced options, the beverage industry is poised for transformation, and the inclusion of calcium citrate effects in formulations could further enhance appeal to health-conscious consumers.