Energy drinks: a growing market

The expansion of consumption occasions for caffeine-based drinks has driven the category, renewing the portfolio with new flavors and attributes

With expressive growth in several markets around the world, expansions in the energy drink category are supported by a rise in consumption occasions and consumer demand for stimulating products.

Caffeine is widely used in energy drinks and, depending on the amount used in a formulation, has been shown to increase alertness and improve concentration. 

To demonstrate just how much the category has advanced, more than 3,000 new products were launched globally over the last four years, with significant movement in Europe (39%) and in the Asia-Pacific region (27%), according to research from Mintel. According to Euromonitor, the global energy drink market represented 14 billion liters in volume and US$60 billion in sales in 2021. In addition, the projection for growth up to 2026 is 5% in volume and 7% in value. The United States and China are the leading global markets in this segment. 

Another important point is that these launches go beyond the traditional claim for functionality/energy, targeting other features that include: “fortification with vitamins/minerals,” which corresponds to 51% of introductions into the market; “sugar-free,” which represents 23% of new products; and “functional – nervous system and brain,” observed in 16% of energy drinks for on-the-go consumption that have been released in the period, according to Mintel.

In addition, claims involving “sugar-free”, “additive-free”, “preservative-free” and also “do not contain artificial colors and flavors” saw positive growth, revealing a preference for naturalness in energy drinks, a trend that has been widely observed in the food and beverage industry. According to Euromonitor data, the sugar-reduced energy drink market could grow by 6% in volume by 2026. 

The natural extracts used as ingredients in this type of drink are on the rise. Guarana extract is found in 25% of the products, ginseng in 15%, green tea in 8%, ginger in 3% and yerba mate in 2%. 

Even with a return to relative normalcy, Mintel estimates that consumer interest in energy-supporting foods and beverages is unlikely to wane. This is because people continue to feel physically and mentally tired. In the United States, 26% of adults feel constantly exhausted, a figure that bumps up to 32% among ages 16 to 44. In Germany, 44% of adults feel tired, and among those aged 16 to 44 this number jumps to 54%.

Shifts in occasions for consumption

Energy drinks in Brazil have traditionally been associated with a younger audience at parties or events. This perception, however, has changed with consumption expanding to a number of different occasions. 

The benefits of caffeine have gained space among other audiences as a result of their more hectic lifestyle. In a 2021 report, Mintel pointed out that there is strong consumer interest in energy drinks that promote mental well-being and concentration. 

Although energy drinks have traditionally been consumed for their energy-boosting functionality, consumers are increasingly interested in them providing mentally stimulating effects, as well as relaxation and mood improvement. According to the survey, drinks with these benefits attracted 37% of adults in the UK who often have trouble staying focused. In addition, as a result of the pandemic, many people struggle to stay focused and motivated, especially those working from home, juggling childcare duties, or dealing with elevated levels of stress. 

More naturalness

In Brazil, one of the main concerns related to energy drinks is the perception of the product’s artificiality, especially considering that Brazil has a high availability of fruits for natural juices and other similar beverages, as Euromonitor points out.

Market-leading brands have developed new recipes with various bases, incorporating juice or fruits such as açaí, mango and coconut. They are energy drinks with an appeal for well-being, plus spotlighting the reduced amount of sugar.

This movement is also seen in neighboring countries. According to Mintel, in Latin America, the proportion of new entries of energy drinks with natural claims into the market has increased in recent years. 

Another point is that drinkers like to try new flavors, and this also applies to energy drinks. Mintel points out that the functional content of energy drinks is noticeable for most palates, so these recipes require careful use of flavorings.

In Europe, flavors with tropical themes such as mango, cactus and watermelon have become more usual in the category. In Italy, for example, 83% of energy drinkers said they were interested in trying out new flavors.

As energy drinks develop and consumers continue to seek greater innovation and new flavors, the category faces the challenge of offering products that satisfy the demand for healthiness.

Natural vs. synthetic caffeine

Caffeinated drinks are the most popular in the world. In addition to coffee, tea, guarana and yerba mate are among the natural sources of caffeine used as ingredients in the production of energy drinks. 

And as the consumer movement for natural products increases, along with the growing interest in transparency, methods for controlling and verifying the authenticity of caffeine applied in beverages have become even more important.

In the article “Caffeine in Your Drink: Natural or Synthetic?,” researchers at the University of Duisburg-Essen (Germany) Lijun Zhang, Dorothea M. Kujawinski, Eugen Federherr, Torsten C. Schmidt and Maik A. Jochmann emphasize that “for industries and consumers, it is interesting to distinguish between natural and synthetic products, especially for widely consumed food products such as caffeine-containing beverages.”

In their article, they highlight positive aspects of the method developed for “compound-specific isotope analysis (CSIA) coupling high-temperature reversed-phase liquid chromatography to isotope ratio mass spectrometry (HT-RPLC/IRMS) for the discrimination of natural and synthetic caffeine contained in all types of beverages.”

Researchers also point out that “drinks with natural caffeine are often considered healthier than energy drinks containing high levels of synthetic caffeine, which can lead to adverse effects such as anxiety and insomnia.”

In connection with global consumption movements, the Brazilian multinational company Duas Rodas sought inspiration from the immense potential of nature to create Fruittion Botanicals, a portfolio of ingredients focused on the natural actives of typical fruits and plants in Latin America. 

In the wide mix of ingredients, the portfolio contains several botanical extracts that naturally contain caffeine, including Guarana, Green Yerba Mate, Roasted Yerba Mate, Cherry Coffee, Roasted Coffee, Green Coffee, Guayusa, Cola Nut and Ginger.