Energy Drinks – A Change Is Coming!
Energy Drink Companies To Target Health-Conscious Customers And Focus On Natural Ingredients
Article by: Swamini Kulkarni
Beverage manufacturers work hard to launch new, tasty energy drinks in the market to meet consumer demands. From the ingredients, flavors to sustainable packaging, manufacturers have to make uncountable changes and launch new marketing strategies as consumers have become more decerning in their purchase and aware ofthe product’s basic formulation.
According to Allied Market Research, the global energy drinks marketis expected to reach $108.40 billion by 2030, growing at a CAGR of 8.2% from 2020 to 2031. Manufacturers of energy drinks suggest that their product improves energy levels, which is one of the key reasons behind the rise in the popularity of energy drinks.
Unlike coffee and tea, which are required to be brewed, energy drinks are ready-to-consumer and produce instant energy coupled with physical and mental stimulation.
Rapid launches of energy drinks for health-conscious customers
Recently, Rockstar, PepsiCo’s energy brand unveiled a hemp-infused drink, in an effort to lure new customers.
Rockstar Unplugged, the newly launched drink is infused with hemp seed oil, lemon balm, Vitamin B, and spearmint along with 80 milligrams of caffeine, which is lesser than other drinks of Rockstar.As per the company’s press release, these ingredients are expected to help maintain a free-flowing, easy-going, and soul-fueling attitude for any occasion and mood. The drink will be sold in various flavors including passionfruit, blueberry, and raspberry cucumber.
Another major beverage company, Starbucks plans to enter the energy drinks business. The franchise is known for its buzzing coffee and relaxed dining. Now, the company aims to please customers who crave fruitier and sweeter such as energy drinks. The brand-new product is titled Baya but the details of the drink are not yet announced.
One of the fastest-growing energy drink brands, ZOA Energy, has recently declared to launch two new flavorsto its current energy drink portfolio of healthy beverages.
These flavors are tropical punch and white peach which will be carbonated energy drinks and zero-sugar coupled with powerful antioxidants. This unique blend of natural caffeine and vitamins from green coffee and green tea would certainly lure energy drink lovers.
As per the company’s survey of 2,000 adults, nearly four-fifthsof Americans want to consume products that are best for their health and nearly three-fourths of responders admit that they tend to turn to unhealthy habits when they need energy. Thus, the company launched a new energy drink that offers accessibility and healthy for consumers.
The future of energy drinks
The business of energy drinks relies solely on the craving of customers for energy and alertness.
In this fast-paced lifestyle, tiredness and drowsiness could cost gravely. As per several studies, mental alertness drops during late evening and overnight hours as well as around 1:00 pm through around 4:00pm, which are the peak hours incorporate workers. This post-lunch dip has nothing to do with poor time management or what you ate. However, to cope with post-lunch dip, people need energy drinks to maintain their mental alertness but daily consumption of such drinks could take a toll on consumers’ health.
Thus, in the coming years, energy drink manufacturers would focus on the ingredients of their beverages and consider the impact of frequent consumption of energy drinks on body health.
The constant media scrutiny and testimony of daily energy drinks regarding the harmful effects of such heavy-sugar drinks would force companies to completely change their line of offerings. The shift of energy drinks toward health-consciousnessis already visible. Red Bull, one of a few energy drink companies, has been actively attempting to change the perception of energy drinks. It has launched a sugar-free and low-sugar range of products that are radically different from its current line of products.
Their organic range of drinks has started the revolution in the energy drinks industry and encouraged other market players to follow in their footsteps. The newly-launched drinks are available in four flavors and most of the products do not contain caffeine. This suggests a major shift in the energy drink market and targets high-end consumption.
Another most promising trend is the use of natural ingredients in energy drinks.
Over the last few years, the major market players in the industryaim to launch a more diverse range of products, including energy drinks that contain natural products. However, there is still a long way to go for energy drinks to completely shift toward sustainability but some companies have taken the first step. Moreover, consumers are now becoming conscious about purchasing products that they believe in their values regarding the environment and sustainability.
The more eco-friendly and socially conscious the world becomes,the more energy drink companies would focus on their ingredients.
Currently, both mainstream and niche energy drinks have discovered the key to large-scale consumption of energy drinks could lie with low-sugar ingredients.
However, the shift toward healthier products could present a few challenges. However, it would target health-conscious consumers and encourage others to shift toward healthier choices. This could be the beginning of a fascinating era of energy drinks.
Author Bio: Swamini Kulkarni holds a bachelor’s degree in Instrumentation and control engineering from Pune University and works as a content writer at Allied Market Research. She is deeply fascinated by the impact of technology on human life and loves to talk about science and mythology.
When she is not glued to the computer, she loves to read, travel and daydream about her areas of interest.
