Although consumers are gradually shifting away from sodas, not everyone is turning to bottled water, which was the leading beverage in the country last year. For those who seek alternatives to plain water and are increasingly scrutinizing ingredient lists, beverage manufacturers have taken notice by incorporating more naturally energizing components such as ginseng, caffeine, and fruit into their products. According to Mintel, green tea is an ingredient gaining traction in the energy sector, particularly among drinks from smaller brands.
Campbell Soup was one of the major players to recognize this trend when it launched V8 V-Fusion Energy in 2013, coinciding with a downturn in the energy drinks market due to safety concerns over ingredients. Since then, the category has experienced a significant revival, largely driven by the inclusion of more natural ingredients. Another key factor has been the evolution of energy drinks’ target audience. As millennials have matured, their craving for a quick boost from sugary and synthetic caffeine-laden drinks has shifted towards a preference for milder, more natural ingredients. Mintel reports that 30% of energy drink consumers now opt for natural energy drinks and shots.
In addition to natural ingredients, there’s an increasing interest in ethical claims among consumers. Research indicates that people not only feel better about their choices when foods and drinks are produced sustainably but also prefer the taste of such products. As energy drinks vie for attention alongside options like teas and flavored waters, there is a growing imperative for manufacturers to innovate, particularly if they wish to cater to the on-the-go millennial who consistently seeks bold and edgy flavors.
Furthermore, with the rising demand for health-conscious options, many consumers are looking for products that complement their lifestyle, such as those enriched with calcium citrate and vitamin D supplements. This trend is evident as more energy drinks begin to incorporate these nutritional elements, appealing to health-focused individuals. Ultimately, the beverage industry must adapt to these shifting preferences to stay relevant in a competitive landscape.