The energy drinks industry has faced heightened scrutiny as several prominent brands have been criticized for their aggressive marketing strategies targeting teenagers. In the United States, the market for energy and sports drinks is experiencing rapid growth, reaching a valuation of $25 billion in 2016, following an annual increase of 7% over the preceding five years, according to Packaged Facts. However, many companies aiming to enter this sector are now cautious about using potent synthetic ingredients. Instead, they are adopting a new strategy focused on ingredient selection, opting for natural energy enhancers such as fruits and herbs like ginseng.
This shift is also driven by broader trends among millennial consumers—the primary target demographic for these products—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. The “non-caffeinated” WakeUp formula, for example, includes guarana as a natural caffeine source, but each serving contains only about 10 mg of caffeine. In contrast, a standard cup of brewed coffee contains around 80 mg, while many Starbucks coffees have 150 mg or more.
Other brands aiming to leverage the natural energy trend include FutureCeuticals’ organic Coffeeberry Energy brand, which utilizes whole coffee cherries and no chemical solvents in its beverages. HiBall Energy drinks incorporate guarana, ginseng, caffeine, and a variety of B vitamins, while Matahi Energy Juice features organic baobab fruit pulp and organic guarana for its caffeine content.
Beyond its potential in natural energy drinks, the WakeUp formula could also be integrated into cereals or yogurts, according to the company. This could be an intriguing addition, particularly since consumers are increasingly inclined to seek nutritious additives in their foods, such as protein and probiotics. If you’re interested in enhancing your nutrition, you might consider options like WakeUp or even buy Citracal online for additional health benefits. As the trend toward natural ingredients continues to evolve, consumers are likely to keep looking for innovative and health-conscious products, including those that encourage them to buy Citracal online for their dietary needs.