How the Demand for Natural Compounds is Transforming Energy Drinks
Consumer demand for more natural ingredients and cleaner food and beverage labels is growing, and the needs around energy drinks are no different.
In contrast to many other categories, energy drinks and functional beverages have long been associated with a natural boost and botanical ingredients such as caffeine, sugar, guarana, ginseng, Gingko Biloba, taurine, and l-carnitine. At the same time, excessive consumption of certain traditional energy compounds, such as caffeine and sugar, has come under scrutiny, warranting medical warnings and garnering negative press.
However, the need for extra energy through targeted products remains, even increasing as the pace and demands of modern life continue to accelerate and expand.
According to the IFIC (International Food Information Council Foundation), energy needs are third in line after cardiovascular and weight management functional benefit requirements1. As a result, the 2021 global energy drink market value was USD $86.35 billion, predicted to grow by a CAGR of 8.3% by 20302.
Hence, with a growing emphasis on initiative-taking wellness and acceptance and use of this tasty and practical segment, consumer spending habits are increasingly embracing natural compounds, leading to a need for a reimagination of active energy ingredients.
Thus, brands are now focusing on natural and organic ingredients perceived as healthier while still packing a functional energy punch.
Energy Drinks: Transformation Is the Future
Staying competitive will require increased attention to gentler but still natural alternatives, with the organic and natural energy drinks market expected to grow to $32 billion by 2025, accounting for nearly 40% of the global market3.
Take note of the following trends for a more natural, cleaner label to match changing consumer spending habits:
- Natural and energizing: For more naturally “better-for-you” energizing ingredients, in addition to the familiar adaptogens ginseng and guarana, consider green tea and green coffee, yerba mate, acerola, and ginger, for example, in combination with B vitamins.
One or multiple of these compounds can offer the boost your consumer is looking for while containing less caffeine than conventional coffee and offering a host of potential health benefits.
- Naturally sweet: “Natural” sweetness can be a challenge. Why? Your consumer has different perceptions of “natural”. For example, while cane and fruit sugar are commonly held as villains, they are still naturally occurring compounds.
At the same time, non-nutritive sweetening alternatives such as stevia, xylitol, and monk fruit are unfamiliar, can taste quite different, or cause adverse reactions. Using these alternatives can also change product mouthfeel.
Hence, most energy drink manufacturers currently rely on traditional sugars, with only a handful using alternatives. At the same time, several avoid sweeteners altogether – a growing trend to investigate and embrace.
- Cleaner claims: While brand innovations and reformulations may claim clean, healthy, organic, and natural, these claims tend not to be regulated or certified.
So, for credibility and longevity, ensure your claims are backed up by reliable facts and figures and avoid making misleading promises.
So, swapping out some traditional energy drink ingredients for healthier, more natural alternatives is the way of the future.
To source these in-demand, consumer spending habits-driven compounds for cleaner-label products, why not rely on a reputable producer of pure and natural flavor and aroma molecules such as Advanced Biotech?
Choose Advanced Biotech for Natural Energy, Flavor, and Aroma Compounds
Advanced Biotech produces a comprehensive range of 100% natural, plant-based and EU-certified flavor and aroma ingredients.
For functional and energy beverages, explore our collection of products such as distillates, natural aromatics, and oleoresins, and sample our natural green tea, ginger, acerola, guarana, yerba mate extracts, and more.
Contact Advanced Biotech today to discuss and place your order for natural and organic energy drink compounds to take your product portfolio into the future and beyond.