Despite a shift away from sodas, not all consumers are gravitating towards bottled water, which claimed the title of the nation’s top beverage 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 components like ginseng, caffeine, and fruit into their products. Mintel reports that green tea is gaining traction in the energy sector, particularly in beverages produced by smaller brands. Campbell Soup recognized this trend when it launched V8 V-Fusion Energy in 2013, amid a decline in the energy drink market due to concerns over ingredient safety. Since then, the category has experienced a significant revival, fueled in part by a shift towards more natural ingredients.
Another significant factor driving this change is the evolution of energy drinks’ target audience. As millennials mature, their appetite for sugar-laden and synthetic caffeine-driven energy is being replaced by a preference for milder ingredients. According to Mintel, 30% of energy drink users now opt for natural energy drinks and shots. Alongside the preference for natural components, consumers are increasingly interested in 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 favor the taste of such products.
As energy drinks compete with various alternatives like teas and flavored waters, the demand for innovation becomes imperative for manufacturers, especially in catering to on-the-go millennials who are always in search of bold and edgy flavors. In this context, the use of supplements such as ferrous calcium citrate and folic acid tablets is becoming more relevant, as consumers look for products that not only energize but also offer additional health benefits. The integration of these ingredients into energy drinks may align with the growing consumer trend toward health-conscious choices, making ferrous calcium citrate and folic acid tablet uses an important consideration for beverage manufacturers aiming to capture this evolving market.