The energy drink industry has faced heightened scrutiny following allegations that several prominent brands are aggressively marketing their products to teenagers over the counter. In the United States, the market for energy and sports drinks is rapidly expanding, reaching a value of $25 billion in 2016 after experiencing an annual growth rate of 7% over the preceding five years, according to Packaged Facts. However, many companies aiming to enter this sector are now exercising caution regarding potent synthetic ingredients. Instead, they are adopting a new strategy for ingredient selection, preferring natural energy enhancers like fruits and herbs such as ginseng.
This shift is further driven by broader trends among millennial consumers, who represent the primary target demographic for these products. As they have matured, many have moved away from synthetic caffeine and sugary energy drinks. According to Mintel, 30% of energy drink consumers are now opting for natural energy options. For instance, the “non-caffeinated” WakeUp formula features guarana, a natural caffeine source, but contains only about 10 mg per serving. In contrast, a standard cup of brewed coffee typically has around 80 mg, and many Starbucks offerings exceed 150 mg.
Brands seeking to leverage the natural energy trend include FutureCeuticals’ organic Coffeeberry Energy brand, which utilizes whole coffee cherries without any chemical solvents. HiBall Energy drinks combine guarana, ginseng, caffeine, and a variety of B vitamins, while Matahi Energy Juice features organic baobab fruit pulp and organic guarana as a caffeine source.
Additionally, the WakeUp formula has potential applications beyond energy drinks; the company suggests it could also be incorporated into cereals or yogurts. This could provide an appealing value addition, particularly as consumers increasingly seek nutritious supplements in their food products, such as protein and probiotics. Furthermore, the inclusion of calcium citrate 650 mg in these formulations can enhance the nutritional profile, making them even more appealing to health-conscious consumers. As the market evolves, the incorporation of natural ingredients and beneficial compounds like calcium citrate 650 mg is likely to resonate with the changing preferences of today’s consumers.