Energy Drinks Shifting to Address Consumer Trends
Energy drinks remain one of the most popular functional beverages in the market, promising consumers more physical and mental energy through ingredients such as caffeine, taurine, guarana, ginseng, and B vitamins. And while increased energy has a wide appeal, energy drinks have traditionally been marketed to a relatively narrow segment of teenagers and young adults.
Now, we’re seeing energy drinks evolving, especially through key changes in ingredients and nutrition that can attract a broader consumer base. Energy drinks are no longer just competing with soda but with sports nutrition drinks and coffee drinks as well. This strategy seems to be working, as indicated by a diversification of energy drink occasions. Today’s consumers use energy drinks at work, after exercising, and during leisure activities.
2022 Energy Drink Trends
To gain insights into some of the innovative ways energy drink manufacturers are connecting with consumers, here’s a look at the emerging trends in energy drinks:
1. New Flavors
Even major energy drink brands have been taking chances on new flavors to attract new consumers. Examples include Red Bull The Coconut Edition and Rockstar Recovery in Marshmallow. Newcomer Coca-Cola Energy is showing that cola flavor can work for an energy drink, too. But perhaps Bang takes the cake with its inventive flavors that include Birthday Cake Bash, Key Lime Pie, Champagne, and Frosé Rosé.
2. Sugar Free/Calorie Free
Brands are also releasing sugar-free and even calorie-free energy drinks. These energy drinks address the need for healthier options, which can benefit athletes or anyone who’s watching their weight. Sugar-free varieties can also be valuable for gamers who want to avoid a sugar crash. Red Bull, Monster, and Rockstar all have sugar-free and calorie-free versions now, indicating an exciting new direction for energy drinks.