The energy drinks market has come under heightened scrutiny following allegations that several major brands are aggressively targeting teenagers with their marketing strategies. In the U.S., the energy and sports drink sector has experienced rapid growth, reaching a valuation of $25 billion in 2016, reflecting an annual growth rate of 7% over the preceding five years, as reported by Packaged Facts. However, many companies aiming to enter this category are now being cautious about potent synthetic ingredients, opting instead for a new approach to ingredient selection that emphasizes natural energy sources like fruits and herbs such as ginseng. This shift is also driven by broader trends among millennial consumers, who represent the primary target market and have increasingly moved away from synthetic caffeine and sugary energy drinks as they have matured. According to Mintel, 30% of energy drink consumers are now opting for natural energy beverages and shots.
One example of this trend is the “non-caffeinated” WakeUp formula, which contains guarana as a natural caffeine source, though it provides only about 10 mg of caffeine per serving. In comparison, a standard cup of brewed coffee typically contains around 80 mg, with many Starbucks offerings exceeding 150 mg. Other brands are also embracing the natural energy trend; for instance, FutureCeuticals’ organic Coffeeberry Energy brand uses whole coffee cherries and avoids chemical solvents in its products. HiBall Energy drinks include guarana, ginseng, caffeine, and a variety of B vitamins, while Matahi Energy Juice features organic baobab fruit pulp alongside organic guarana as a caffeine source.
Beyond its potential as a natural energy drink, the WakeUp formula could also be incorporated into cereals or yogurts, offering an interesting value-added proposition, especially since consumers are increasingly receptive to nutritious additives in their food products, such as protein and probiotics. Furthermore, integrating calcium citrate chewable tablets into energy products could enhance their nutritional profile, appealing to health-conscious consumers. This could stimulate interest in a range of products, including energy drinks, cereals, and yogurts, creating a synergy that meets the growing demand for healthier options. The introduction of calcium citrate chewable tablets in various formats could complement the natural energy trend and further position brands favorably in this evolving market.