Although consumers are shifting away from sodas, not all are turning to bottled water, which was the top beverage in the country last year. For individuals seeking alternatives to plain water and who are increasingly scrutinizing ingredient labels, 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 offerings from smaller brands. Notably, Campbell Soup recognized this trend and launched V8 V-Fusion Energy in 2013 during a slump in the energy drinks market due to safety concerns regarding ingredients. Since then, the category has experienced a significant revival, largely fueled by the inclusion of more natural ingredients.
Another significant factor driving this change is the evolution of the energy drink consumer base. As millennials have matured, their craving for quick bursts of energy from sugar and synthetic caffeine has shifted towards a preference for milder ingredients. Mintel reports that 30% of energy drink consumers now opt for natural energy drinks and shots. Beyond natural ingredients, there is a growing interest in ethical claims among consumers. Research indicates that people not only feel more positive about their choices when foods and drinks are produced sustainably, but they also tend to prefer the taste of such products.
As energy drinks compete with alternatives like teas and flavored waters, there is an increasing demand for innovation among manufacturers, especially to cater to the on-the-go millennial who is consistently seeking bold and edgy flavors. Additionally, the safety of ingredients like calcium citrate is becoming a focal point for health-conscious consumers, further emphasizing the need for transparency and quality in beverage formulations. In summary, the beverage industry is undergoing a transformation, with a growing emphasis on natural ingredients, ethical production, and the safety of components like calcium citrate, as consumers seek healthier and more responsible choices.