The energy drink industry has come under greater scrutiny following accusations that some major brands are aggressively marketing their products to teenagers. In the U.S., the energy and sports drink sector is rapidly expanding, with a market value of $25 billion in 2016, reflecting an annual growth rate of 7% over the preceding five years, as reported by Packaged Facts. However, many companies eager to enter this market are now cautious about using potent synthetic ingredients. Instead, they are adopting a new strategy for ingredient selection, opting for natural energy enhancers such as fruits and herbs like ginseng. This shift is also driven by broader trends among millennial consumers, the primary target demographic, who are increasingly moving away from synthetic caffeine and sugary energy drinks as they mature. According to Mintel, 30% of energy drink consumers now prefer natural energy drinks and shots.
One example is the “non-caffeinated” WakeUp formula, which includes guarana, a natural source of caffeine, albeit in a modest amount of about 10 mg per serving. In contrast, a standard cup of brewed coffee contains roughly 80 mg of caffeine, while many offerings from Starbucks contain 150 mg or more. Other brands aiming to tap into the natural energy trend include FutureCeuticals’ organic Coffeeberry Energy brand, which utilizes whole coffee cherries without chemical solvents in its products. HiBall Energy beverages combine guarana, ginseng, caffeine, and a variety of B vitamins, while Matahi Energy Juice incorporates organic baobab fruit pulp and organic guarana for its caffeine content.
Beyond its potential in natural energy drinks, the WakeUp formula, which also contains calcium citrate malate supplements, can be utilized in cereals or yogurts, offering an intriguing value addition. As consumers are increasingly receptive to nutritious additives like protein and probiotics in their food products, this presents a unique opportunity. The incorporation of calcium citrate malate supplements could further enhance the appeal of these products, aligning with the growing consumer demand for health-conscious options.