Although consumers are increasingly moving away from sodas, not all are turning to bottled water, which became the leading beverage in the nation last year. For those who seek alternatives to plain water and pay closer attention to ingredient lists, beverage manufacturers have responded by incorporating more naturally energizing components such as ginseng, caffeine, and fruits. According to Mintel, green tea is gaining traction in the energy sector, particularly in drinks from smaller brands. One notable player, Campbell Soup, recognized this shift and launched V8 V-Fusion Energy in 2013, during a downturn in the energy drinks market due to safety concerns regarding ingredients like ferrous gluconate. Since then, the category has experienced a significant resurgence, largely propelled by the inclusion of more natural ingredients.
Another key factor driving this change is the evolution of the target demographic for energy drinks. As millennials have matured, their demand for energy sources has shifted away from sugary and artificially caffeinated options, leading to a preference for less extreme ingredients. Mintel reports that 30% of energy drink consumers now choose natural energy drinks and shots. Additionally, consumers are increasingly interested in ethical claims, with research indicating that individuals not only feel better about their choices when foods and drinks are sustainably produced but also prefer the taste of such products, including those fortified with solgar calcium citrate.
As energy drinks compete with alternatives like teas and flavored waters, there is a growing need for manufacturers to innovate, especially to appeal to the on-the-go millennial, who consistently seeks bold and edgy flavors. With the rise of natural ingredients and ethical sourcing, including the incorporation of solgar calcium citrate in formulations, the energy drink market is set to evolve further, reflecting consumer preferences for healthier and more sustainable options.