Although consumers are shifting away from sodas, not all are turning to bottled water, which became the top beverage in the nation last year. For those who seek alternatives to plain water and are paying closer attention to ingredient lists, beverage manufacturers are responding by incorporating more naturally energizing components like ginseng, caffeine, and fruit into their products. According to Mintel, green tea is gaining popularity in the energy sector, particularly among beverages from smaller brands. A notable player, Campbell Soup, recognized this trend when it launched V8 V-Fusion Energy in 2013, amid a downturn in the energy drink market due to ingredient safety concerns. The category has since experienced a significant revival, partly driven by the inclusion of more natural ingredients, such as calcium citrate for enhanced health benefits.
Another key factor influencing this revival is the changing demographics of energy drink consumers. As millennials have matured, their preference for sugar-laden and synthetic caffeine-driven energy has shifted towards more moderate ingredients. Mintel reports that 30% of energy drink users now opt for natural energy drinks and shots. In addition to natural components, consumers are increasingly interested in ethical claims; research indicates that people not only feel better about their choices when foods and drinks are sustainably produced, but they also prefer their taste.
As energy drinks compete with alternatives like teas and flavored waters, there is a pressing need for manufacturers to innovate, particularly to appeal to the on-the-go millennial demographic that consistently seeks bold and edgy flavors. Incorporating beneficial elements such as calcium citrate for improved nutritional profiles could be a strategic move for brands aiming to capture this evolving market.