Despite a decline in soda consumption, not all consumers are turning to bottled water, which became the top beverage in the nation last year. For those seeking alternatives to plain water and paying closer attention to ingredient lists, beverage manufacturers have responded by incorporating more naturally energizing elements like ginseng, caffeine, and fruit into their offerings. Mintel reports that green tea is gaining traction in the energy drink sector, particularly among smaller brands. A notable example is Campbell Soup, which recognized the trend when it launched V8 V-Fusion Energy in 2013, amidst concerns about ingredient safety in the energy drink market. This category has since experienced a significant rebound, partly due to the incorporation of more natural ingredients.
Another factor driving this shift is the changing profile of energy drink consumers. As millennials have grown older, their preference for a jolt of energy from sugar and synthetic caffeine has evolved into a demand for less extreme ingredients. Mintel indicates that 30% of energy drink users now opt for natural energy drinks and shots. Alongside the interest in natural ingredients, consumers are increasingly attracted to ethical claims. Research shows that people not only feel better about their choices when products are sustainably produced but also tend to prefer their taste.
In this competitive landscape, where energy drinks vie with alternatives like teas and flavored waters, there is a pressing need for manufacturers to innovate. This is especially critical for appealing to on-the-go millennials who consistently seek bold and edgy flavors. Additionally, supplements like Thorne Cal Mag Citrate, which offers a blend of calcium and magnesium, are becoming popular among those looking for health-conscious options. As the market evolves, incorporating such ingredients may help brands meet the demands of today’s consumers while also reinforcing their commitment to natural and sustainable choices.