More adventurous flavors, mindful nutrition, and functional ingredients are all smart strategies to appeal to today’s consumers and expand the reach of energy drinks. Keeping Up the EnergyĪs energy drink brands keep the innovations flowing in response to consumer trends, expect 2023 to be an exciting time for the category. These health-focused energy+ drinks often rely on natural, botanical sources of caffeine like guarana, yerba mate, and green tea extract. One emerging area is energy plus cognitive support (formulated with nootropics like functional mushrooms and turmeric), while another is energy drinks with immune support ingredients (such as vitamin C, zinc, and elderberry). While energy+ has been advancing fast in sports and eSports energy drinks, there are other opportunities to add in-demand nutrients and functional ingredients. Low or no sugar formulas are important for these products, with “no crash” seen as an emerging claim. Besides caffeine, these energy drinks may include lutein, choline, Bacopa monnieri, sage, and L-theanine. These next-gen eSports energy drinks are using functional ingredients associated with improved focus and reaction time, as well as vision and cognitive support. In response to the growing popularity of gaming culture, some energy brands have been honing in on the unique energy and performance needs of gamers. Powerade Ultra (with creatine, BCAAs, B vitamins, and electrolytes) and Prime Hydration (with coconut water, BCAAs, electrolytes, and antioxidants) are also blurring the line between sports nutrition and energy. Monster's Muscle Monster Energy Shake offers 27 grams of protein from milk protein concentrate, while Monster Hydro Super Sport is fortified with BCAAs, calcium, and magnesium-plus extra caffeine. Sports nutrition is another area of expansion for energy drinks, with more brands adding performance and recovery ingredients. Red Bull, Monster, and Rockstar all have sugar-free and calorie-free versions now, indicating an exciting new direction for energy drinks. Sugar-free varieties can also be valuable for gamers who want to avoid a sugar crash. These energy drinks address the need for healthier options, which can benefit athletes or anyone watching their weight. Free From and Reductions Claims in the Spotlightīrands are also releasing sugar-free, low-calorie, and even calorie-free energy drinks. Even major energy drink brands like Red Bull and Monster Energy have been taking chances on new flavors, with watermelon and mango showing up as the top flavors for new product development. While perennial flavor favorites lemon, lime, orange, and berry will continue to please traditional energy drink consumers, new flavors offer a way for brands to stand out and offer some taste adventure. To gain insights into some of the innovative ways energy drink manufacturers are connecting with consumers, here’s a look at the energy drink trends for 2023: Flavor Trends Energy drink occasions are also becoming more diverse, with consumers using energy drinks at work, for exercising, and during leisure activities. Today's energy drinks are not only competing with soft drinks but with sports drinks and coffee drinks as well.
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