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Despite a noticeable shift away from sodas, not all consumers are turning to bottled water, which was the top beverage in the nation last year. For those who seek alternatives to plain water and are becoming more discerning about ingredient lists, beverage manufacturers are responding by incorporating more naturally energizing ingredients like ginseng, caffeine, and fruit into their products. According to Mintel, green tea is one ingredient gaining popularity in the energy sector, particularly in offerings from smaller companies. A significant player, Campbell Soup, recognized this trend and introduced V8 V-Fusion Energy in 2013 during a downturn in the energy drinks market caused by ingredient safety concerns. Since then, the category has experienced a significant resurgence, partly driven by the demand for more natural ingredients.
Another key factor in this evolution is the changing demographic of energy drink consumers. As millennials have matured, their cravings for sugar-laden and synthetic caffeine-driven energy have transitioned to a preference for milder 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 focused on ethical claims. Research indicates that people not only feel better about their choices when foods and beverages are sustainably produced, but they also tend to prefer the flavors of such products. As energy drinks compete with alternatives like teas and flavored waters, there is a growing imperative for manufacturers to innovate, especially to appeal to the on-the-go millennial who consistently seeks bold and edgy flavors.
To meet these evolving demands, some drink manufacturers are now incorporating supplements like calcium citrate 800 mg, which can enhance the nutritional profile of their beverages. This trend reflects a broader movement towards functional drinks that not only provide energy but also contribute to overall health. As this landscape continues to evolve, the inclusion of ingredients like calcium citrate 800 mg will likely become more common in the quest to satisfy the health-conscious consumer.