![]() “Energy drinks that contain certain ingredients, such as L-citrulline, have been stated to not only help give you a more effective workout (accelerating metabolism and burn body fat), but also reduce high blood pressure, etc.,” she continues. “In addition, 35% of consumers stated that energy drinks helped support their mental wellbeing, while 31% of consumers stated they help support immunity. “In Circana’s 2023 Snacking Survey, 53% of consumers stated that energy drinks provide energy/fuel,” Circana’s Lyons Wyatt says. The new release combines lavender and citrus-forward lemon to create a balanced lift at a carefully calibrated 100 mg of caffeine in each 12-ounce can, with no sugar, calories or net carbs, the company says.Ĭonsumer research shows that although consumers turn to energy drinks for the energy aspect, additional attributes also are sought from these beverages.ĥ-hour Energy limited release Tidal Twist is available exclusively at participating 7-Eleven and Speedway stores. Earlier this year, the brand released its first botanical-inspired flavor: Lemon Lavender. ![]() Los Angeles-based Marquis also is appealing to the healthy-focused energy market with its lightly caffeinated beverages. This release follows the brand’s introduction of Sparkling Green Apple Cherry to its Essential Energy line. “For example, Celsius’ focus on healthy energy and aspirational fitness lifestyle marketing has made it one of the fastest-growing energy drink brands and has become popular among younger female consumers.”Įarlier this year, CELSIUS Energy, an entity of Boca Raton, Fla.-based Celsius Holdings Inc., expanded its Vibe product line with the limited-edition release of Oasis Vibe Sparkling Prickly Pear Lime, which features an exotic and delicately sweet flavor with a crisp and zesty clean citrus finish, the company says. “Traditional energy drinks such as Red Bull and Monster dominate the energy drink market, yet segments such as fitness energy drinks and gamer energy drinks have successfully carved niches within the highly competitive energy drink market by catering to the health needs, energy needs, and interests of specific consumer groups,” Mintel’s report states. With the increased competition from functional beverages, research shows that performance beverages now are blurring the lines. Brands are responding to this trend by reformulating their products with natural ingredients, reduced sugar and added functional benefits to cater to consumers’ evolving preferences.” Healthy formulation goals “Also, negative publicity surrounding caffeine relating to safety concerns and poor ingredient content have given energy drinks and shots somewhat of a bad reputation. ![]() “Therefore, energy drinks and shots, while still popular, have faced strengthening competition from these emerging functional beverage categories,” she explains. Yet, Rose notes that as consumers’ focus on health and functionality has risen, various functional beverage categories are gaining traction. In particular, as more people return back to the office post-COVID-19, more have been seeking beverages that provide them with a boost of energy.”ĬELSIUS Energy expanded its Vibe product line with the release of Oasis Vibe Sparkling Prickly Pear Lime. “The steady market for energy drinks and energy shots is mainly driven by factors like strengthening consumer focus on fitness, busy lifestyles and the boost of eCommerce platforms. “Over the past year, the energy drinks and energy shots market has remained strong compared with other functional beverage categories that have sustained varied levels of demand,” she says. These products are also fan favorites for Gen Alpha.”Īrielle Rose, senior analyst at IBISWorld, New York, also notes energy drinks positive performance when compared with other functional counterparts. “Energy drink mixes are demonstrating strength and growth across the metrics due to affordable price, convenience and flavors. “All segments within the category are growing in sales with the exception of energy shots, which has suffered declines,” Lyons Wyatt continues. “They have been outperforming other functional beverage categories as well. “Overall, the energy drinks category continues to have positive growth across dollars, units and volume showing consumers interest has not waned,” she says. ![]()
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