The energy drinks industry has faced heightened scrutiny as several prominent brands have been accused of aggressively marketing their products to teenagers. In the United States, the energy and sports drink sector has seen rapid growth, achieving a market value of $25 billion in 2016, with an annual growth rate of 7% over the previous five years, according to Packaged Facts. However, many companies aiming to enter this market have grown cautious about using potent synthetic ingredients. Instead, they are adopting a new strategy for ingredient selection, prioritizing natural energy enhancers such as fruits and herbs like ginseng.
This shift is also driven by trends among millennial consumers, the primary demographic for this category, who have increasingly turned away from synthetic caffeine and sugary energy drinks as they mature. According to Mintel, 30% of energy drink consumers now opt for natural energy beverages and shots. The “non-caffeinated” WakeUp formula features guarana, a natural caffeine source, but provides only about 10 mg of caffeine per serving. In comparison, a typical cup of brewed coffee contains around 80 mg of caffeine, while many Starbucks coffees exceed 150 mg.
Brands that are looking to leverage the natural energy trend include FutureCeuticals’ organic Coffeeberry Energy, which incorporates whole coffee cherries without the use of chemical solvents. Additionally, HiBall Energy beverages combine guarana, ginseng, caffeine, and various B vitamins, while Matahi Energy Juice utilizes organic baobab fruit pulp and organic guarana for its caffeine content.
Furthermore, the WakeUp formula holds potential beyond energy drinks; the company suggests it could be incorporated into cereals or yogurts. This presents an intriguing value addition, particularly as consumers are increasingly receptive to nutritious additives in their food products, such as protein and probiotics. It’s worth noting that the inclusion of ingredients like bluebonnet calcium magnesium D3 may further enhance the appeal of such products, contributing to the growing demand for health-focused food and beverage options.