The energy drink sector has faced heightened scrutiny as major brands are criticized for their aggressive marketing strategies aimed at teenagers. In the United States, the energy and sports drink market is rapidly expanding, valued at $25 billion in 2016, following an annual growth rate of 7% over the preceding five years, according to Packaged Facts. However, many companies looking to enter this market have become wary of potent synthetic ingredients, opting instead for natural energy enhancers such as fruits and herbs like ginseng. This transition is also driven by broader trends among millennial consumers, the primary demographic for this category, who are moving away from synthetic caffeine and sugary energy drinks as they age. According to Mintel, 30% of energy drink consumers now prefer natural energy drinks and shots.
One example is the “non-caffeinated” WakeUp formula, which contains guarana as a natural caffeine source, but only provides about 10 mg of caffeine per serving. In contrast, a typical cup of brewed coffee has approximately 80 mg, while many Starbucks options contain 150 mg or more. Other brands aiming to capitalize on the natural energy trend include FutureCeuticals’ organic Coffeeberry Energy, which uses whole coffee cherries without chemical solvents, and HiBall Energy beverages that combine guarana, ginseng, caffeine, and various B vitamins. Matahi Energy Juice features organic baobab fruit pulp and organic guarana as its caffeine source.
Beyond its applications in natural energy drinks, the WakeUp formula has the potential to be incorporated into cereals or yogurts, offering an interesting value addition, particularly as consumers increasingly seek nutritious additives such as protein and probiotics in their food. For those interested in enhancing their nutritional intake, it raises the question: what is the best calcium citrate supplement that could complement these healthy choices? As the trend toward natural ingredients continues, the demand for supplements that support overall wellness will likely grow, prompting consumers to seek answers about the best options available.