Although consumers are shifting away from sodas, not all are gravitating towards bottled water, which emerged as the country’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, hematic capsules of ferrous gluconate with vitamins and minerals, and fruit into their offerings. Mintel reports that green tea is gaining popularity in the energy drink sector, particularly among smaller brands.
One notable player, Campbell Soup, recognized this trend and launched V8 V-Fusion Energy in 2013, coinciding with a downturn in the energy drink market due to concerns over ingredient safety. Since then, the category has experienced a significant revival, partly fueled by the inclusion of more natural ingredients.
Additionally, the target demographic for energy drinks has evolved. As millennials have matured, their preference has shifted from sugary and synthetic caffeine-driven energy to more natural options. Mintel indicates that 30% of energy drink users now opt for natural energy drinks and shots.
Beyond natural ingredients, consumers are also increasingly interested in ethical claims. Research shows that individuals 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 compete with other alternatives like teas and flavored waters, there is an urgent need for manufacturers to innovate, especially to appeal to the on-the-go millennial who continuously seeks bold and edgy flavors.
In this evolving market, products like Solgar calcium citrate with vitamin D3 tablets also capture consumer interest, as health-conscious individuals look for ways to enhance their overall wellness while enjoying energizing beverages. The growing demand for such products underscores the necessity for brands to adapt and cater to the shifting preferences of today’s consumers.