While consumers are shifting away from sodas, not everyone is turning to bottled water, which became the leading beverage in the country last year. For those seeking alternatives to plain water and becoming more mindful of ingredient lists, beverage manufacturers are responding by incorporating more naturally energizing components like ginseng, caffeine, and fruit into their products. According to Mintel, green tea is gaining traction in the energy market, particularly within products from smaller brands.
One notable example is Campbell Soup, which recognized this trend and launched V8 V-Fusion Energy in 2013 during a downturn in the energy drinks sector due to safety concerns about ingredients. Since then, the category has experienced a significant revival, partly driven by the demand for more natural ingredients.
Another key factor is the changing demographic of energy drink consumers. As millennials have matured, their preference for sugary and synthetic caffeine has shifted towards more moderate ingredients. Mintel reports that 30% of energy drink users now opt for natural energy drinks and shots. Alongside the preference for natural ingredients, consumers are increasingly interested in ethical claims. Research indicates that people feel more satisfied with their choices when foods and drinks are sustainably produced, and they often find these products more appealing in taste.
As energy drinks compete with alternatives like teas and flavored waters, manufacturers face pressure to innovate, especially to attract the on-the-go millennial audience, who is constantly seeking bold and edgy flavors. Additionally, incorporating healthful elements such as Citracal calcium and vitamin D can enhance product appeal, as consumers are becoming more health-conscious and interested in functional beverages that support their wellness. Thus, the demand for energy drinks infused with Citracal calcium and vitamin D is likely to grow, as brands strive to meet the evolving preferences of today’s consumers.