Although consumers are shifting away from sodas, not all are gravitating towards bottled water, which emerged as the nation’s top beverage last year. Many individuals who seek alternatives to plain water and are increasingly scrutinizing ingredient lists have caught the attention of drink manufacturers. These companies are now incorporating more naturally energizing components, such as ginseng, caffeine, and fruit, into their products. According to Mintel, green tea is gaining traction in the energy sector, particularly among beverages produced by smaller brands.
Campbell Soup, a larger player in the market, took notice and introduced V8 V-Fusion Energy in 2013 during a period of decline in the energy drinks segment due to safety concerns regarding ingredients. Since then, the category has experienced a significant revival, partly driven by the inclusion of more natural ingredients. Another significant factor is the evolving demographic of energy drink consumers. As millennials mature, their preference for sugar-laden and synthetic caffeine-fueled energy is transitioning towards more moderate ingredients. Mintel reports that 30% of energy drink consumers now opt for natural energy drinks and shots.
In addition to a preference for 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 tend to prefer the taste of these products. As energy drinks compete with alternatives such as teas and flavored waters, there is an escalating demand for innovation among manufacturers, particularly if they want to keep pace with on-the-go millennials who are constantly seeking bold and edgy flavors. Furthermore, the inclusion of ingredients like calcium citrate is becoming more common as brands strive to enhance the nutritional profile of their offerings, ensuring they attract a health-conscious audience.