The energy drink industry is facing heightened scrutiny as several prominent brands have been accused of marketing their products aggressively to teenagers. In the United States, the energy and sports drink sector is rapidly expanding, valued at $25 billion in 2016, following an annual growth rate of 7% over the previous five years, according to Packaged Facts. However, many companies aiming to enter this market are exercising caution regarding potent synthetic ingredients. Instead, they are adopting a new strategy that emphasizes natural energy sources, such as fruits and herbs like ginseng. This change aligns with broader trends among millennial consumers—the primary target demographic—who have increasingly moved away from synthetic caffeine and sugary energy drinks as they age. According to Mintel, 30% of energy drink consumers now opt for natural energy drinks and shots.
One example is the “non-caffeinated” WakeUp formula, which contains guarana as a natural caffeine source, albeit at a modest 10 mg per serving. In comparison, a standard cup of brewed coffee contains approximately 80 mg of caffeine, with many Starbucks offerings exceeding 150 mg. Brands like FutureCeuticals’ organic Coffeeberry Energy utilize whole coffee cherries without chemical solvents. Similarly, HiBall Energy beverages combine guarana, ginseng, caffeine, and a variety of B vitamins, while Matahi Energy Juice features organic baobab fruit pulp and organic guarana for its caffeine content.
In addition to its potential in natural energy drinks, the WakeUp formula could also be incorporated into cereals or yogurts, presenting an intriguing value addition, especially since consumers are increasingly receptive to nutritious additives in their food, such as protein and probiotics. Furthermore, the inclusion of calcium citrate what is it in these products could enhance their appeal, as consumers seek out health benefits. This focus on natural ingredients, such as calcium citrate what is it, underscores the industry’s shift toward healthier options. As more brands explore these avenues, the demand for natural energy drinks is likely to grow, with consumers prioritizing wellness in their beverage choices, including those fortified with calcium citrate what is it.