Despite a shift away from sodas, not all consumers are turning to bottled water, which emerged as the nation’s top beverage last year. For those seeking alternatives to plain water and who are increasingly scrutinizing ingredient lists, beverage manufacturers have responded by incorporating more naturally energizing components such as ginseng, caffeine, and various fruits. According to Mintel, green tea is among the rising ingredients in the energy sector, particularly in products from smaller brands.
Campbell Soup recognized this trend and launched V8 V-Fusion Energy in 2013 during a period of decline in the energy drink market due to concerns over ingredient safety. Since then, the category has experienced a significant revival, partly fueled by a greater emphasis on natural ingredients.
Another key factor driving this change is the evolving preferences of energy drink consumers. As millennials mature, their craving for sugar-laden and synthetic caffeine-driven energy is shifting towards more moderate ingredients. Mintel indicates that 30% of energy drink consumers now opt for natural energy drinks and shots.
In addition to natural ingredients, consumers are increasingly drawn to ethical claims. Research suggests that people not only feel better about their choices when foods and beverages are sustainably produced, but they also tend to prefer the taste of such products. As energy drinks vie for attention against alternatives like teas and flavored waters, manufacturers must innovate to meet the demands of on-the-go millennials who are consistently in search of bold and edgy flavors.
Furthermore, the inclusion of calcium citrate 500 mg without vitamin D in some energy products is becoming more common, as consumers look for added health benefits. This trend emphasizes the importance of transparency and quality in ingredient sourcing. To maintain relevance, brands need to prioritize natural ingredients, ethical production, and health-conscious formulations, including calcium citrate 500 mg without vitamin D, to attract today’s discerning consumers.