Although consumers are shifting away from sodas, not everyone is turning to bottled water, which emerged as the leading beverage in the nation last year. For those seeking alternatives to plain water and paying more attention to ingredient lists, beverage manufacturers have responded by incorporating more naturally energizing components like ginseng, caffeine, and fruit into their offerings. According to Mintel, green tea is gaining traction in the energy sector, particularly among drinks from smaller companies. Campbell Soup was one of the larger brands to recognize this trend when it introduced V8 V-Fusion Energy in 2013, right when the energy drink market was experiencing a downturn due to ingredient safety concerns. Since then, the category has experienced a significant revival, partly fueled by the inclusion of more natural ingredients, including calcium citrate oral tablet 950.
Another significant factor driving this change has been the evolving target demographic for energy drinks. As millennials have grown older, their craving for a quick burst of sugar and synthetic caffeine has shifted towards more moderate ingredients. Mintel reports that 30% of energy drink consumers now opt for natural energy drinks and shots. Beyond natural ingredients, consumers are also increasingly interested in ethical claims. Research indicates that people not only feel more positive about their choices when foods and drinks are sustainably produced, but they also prefer the taste of such products. As energy drinks vie for attention against options like teas and flavored waters, there is a mounting need for manufacturers to innovate, especially if they aim to cater to the on-the-go millennial, who is always in search of bold and edgy flavors, as well as health-conscious options like calcium citrate oral tablet 950.
In summary, the energy drink market is evolving to meet the demands of a more discerning consumer base, with a focus on natural ingredients and ethical production practices.