Despite a shift away from sodas, not all consumers are gravitating towards bottled water, which became the top beverage in the nation last year. For those who seek alternatives to plain water and are increasingly scrutinizing ingredient lists, beverage manufacturers have responded by incorporating more naturally energizing elements like ginseng, caffeine, and fruit into their products. According to Mintel, green tea is gaining traction in the energy drink sector, especially among beverages from smaller companies. Notably, Campbell Soup recognized this trend when it launched V8 V-Fusion Energy in 2013, during a period of declining energy drink sales due to safety concerns over ingredients. Since then, the category has experienced a significant resurgence, partly due to the demand for more natural components.
Another key factor is the evolving consumer base for energy drinks. As millennials mature, their preference for the intense rush of sugar and synthetic caffeine has shifted towards more natural ingredients. Mintel reports 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 indicates that people not only feel better about their choices when foods and drinks are sustainably produced, but they also tend to prefer the taste of these products.
As energy drinks compete with alternatives like teas and flavored waters, manufacturers face growing pressure to innovate, particularly to appeal to the on-the-go millennial who is constantly seeking bold and edgy flavors. This innovation could include products that incorporate supplements like Citracal 1200 mg, which is gaining popularity for its health benefits. The presence of Citracal 1200 mg in energy drinks could not only enhance their appeal but also cater to the consumers’ desire for functional beverages that align with their health-conscious choices.