Energy Drinks Go Natural

Manufacturers are adding natural ingredients, such as amino acids and carbohydrates to boost energy formulas.

April 13, 2016

FIRESTONE, Colo. – As energy drinks have become more mainstream, consumers are looking for boost beverages with natural ingredients, Beverage Industry reports. “Originally, energy drink consumers were just looking for a jolt of energy and a flashy package. They did not care where the energy was coming from,” said Catherine Barry, director of marketing for the National Honey Board.  “Today, more and more consumers are looking for the energy, but wanting that energy from all-natural sources [that] they can feel positive about consuming.”

Energy drinks help the 67% of the U.S. population who say they need more energy to power through their day. The energy drink category brings in $8 billion in revenue, registering double-digit growth over the last five years. Now, more consumers are asking for a more natural, functional beverage.

“Consumers are no longer just looking for the traditional energy-boosting beverage that will give them their wanted lift,” said Claire Meier, e-marketing coordinator for Prinova USA. “Millennials and the I-generation prefer beverages with functionality. It is much more attractive to them to consume a beverage that is already part of their daily diet instead of incorporating another drink with the sole purpose of getting a boost.”

For example, fusion-style teas, functional waters with energy ingredients and dairy-based energy drinks, are popular today. “Consumers who are looking for a combination of protein and energy are able to incorporate them in the morning, before their workout or on the go,” said Tina Rzeha, marketing associate of beverage flavors at Sensient Flavors.

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