Despite a trend away from sodas, not all consumers are turning to bottled water, which became the top beverage in the country last year. For those who prefer something beyond plain water and are more conscious of 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 gaining popularity in the energy drink sector, particularly among smaller brands. A notable player that recognized this shift was Campbell Soup, which launched V8 V-Fusion Energy in 2013 amid a decline in the energy drink market caused by concerns over ingredient safety. Since then, the category has experienced a significant recovery, partly due to the introduction of more natural ingredients.
Another key factor has been the changing demographics of energy drink consumers. As millennials have grown older, their preference for high-sugar and synthetic caffeine energy sources has shifted towards less extreme options. Mintel reports that 30% of energy drink consumers now opt for natural energy drinks and shots. Additionally, consumers are increasingly interested in ethical claims regarding their beverages. Research indicates that people not only feel more satisfied with their choices when foods and drinks are sustainably sourced, but they also tend to favor the taste of these products.
As energy drinks compete with alternatives like teas and flavored waters, manufacturers face a pressing need for innovation, especially to attract the on-the-go millennial demographic that seeks bold and edgy flavors. Amid these changes, questions about health have emerged, such as whether calcium citrate clogs arteries. This concern reflects a broader awareness among consumers about the ingredients in their beverages. Overall, as the energy drink market evolves, brands must adapt to these trends while addressing health-related inquiries like the impact of calcium citrate on arterial health.