The energy drinks industry has recently faced heightened scrutiny, particularly following accusations that several prominent brands are aggressively targeting teenagers with their marketing strategies. In the United States, the energy and sports drink sector has experienced rapid growth, reaching a market value of $25 billion in 2016, with an annual growth rate of 7% over the preceding five years, according to Packaged Facts. However, many companies aiming to enter this space are becoming more cautious about the use of potent synthetic ingredients. Instead, they are opting for a new approach to ingredient selection, prioritizing natural energy enhancers such as fruits and herbs like ginseng.
This trend is significantly influenced by the preferences of millennial consumers, the primary demographic for energy drinks, who have shifted away from synthetic caffeine and sugary beverages as they have matured. According to Mintel, around 30% of energy drink consumers now prefer natural energy drinks and shots. The “non-caffeinated” WakeUp formula features guarana, a natural caffeine source, but each serving contains only about 10 mg. In contrast, a standard brewed coffee typically contains about 80 mg of caffeine, while many Starbucks coffee beverages have 150 mg or more.
Brands like FutureCeuticals’ organic Coffeeberry Energy are also embracing this natural energy trend, utilizing whole coffee cherries and avoiding chemical solvents in their products. HiBall Energy drinks incorporate guarana, ginseng, caffeine, and an array of B vitamins, while Matahi Energy Juice features organic baobab fruit pulp and organic guarana as caffeine sources.
In addition to its potential in natural energy drinks, the WakeUp formula could be integrated into cereals or yogurts, providing an intriguing value proposition. This is particularly relevant as consumers increasingly look for nutritious additives in their food, such as protein, probiotics, and calcium citrate. The incorporation of calcium citrate not only enhances the nutritional profile but also resonates with health-conscious consumers. As such, the growing interest in natural energy sources, alongside the inclusion of calcium citrate, reflects a broader shift in consumer preferences toward more wholesome and beneficial ingredients.