Energy alternatives to adapt to consumer needs

Image | adobe.stock/Your Background

The ingredient most synonymous with energy is caffeine. Based on data from SPINS from the 52 weeks ending October 6, 2024, caffeine was featured in the top 10 ingredients in the energy category of the natural channel, with 23.9% sales growth for a total of $2,292,775 in sales. In the performance category of the mainstream multioutlet channel, caffeine also ranks in the top ten with $22,923,614 in sales, a 3.6% increase from the previous year. Additionally, within the mainstream channel, caffeine is among the 25 top-selling functional ingredients, but did experience a 7.6% decrease in sales. Despite its importance and popularity as an energy ingredient, within the energy category of the natural channel, for example, other ingredients such as B vitamins outsell caffeine. Therefore, a successful energy product requires more than the reliable boost of caffeine as consumer seek healthier energy solutions.

A recent evaluation of literature¹ on energy drinks noted that the most prevalent ingredients out of the top 75 selling drinks in the U.S. in 2021 were caffeine, sugar, B vitamins, electrolytes, and taurine. Typically, energy is sourced from stimulants such as caffeine, though this comes with drawbacks. Anxiety, jitters, and sleep disturbances are common effects from caffeine that consumers seek to avoid, especially if their goal is increased concentration. As past research¹ has shown, adolescents and pregnant women are more sensitive to the effects of caffeine, which can pose dangers to health. Even long-term use of energy drinks in older adults resulted in negative cardiovascular effects.

Overall, as Susan Hewlings PhD, RD, co-founder of Substantiation Sciences explained in an interview with Nutritional Outlook, “The term ‘energy’ needs to be carefully considered…it is most often associated with the acute ‘awakening’ you get from caffeine and other stimulants but that is not always what consumers are seeking. Many want more of a long term offset to chronic fatigue or an increased motivation or an increased focus.”

Caffeine for quick and easy energy, though common and readily accessible, may not be a suitable choice for all consumers. Alternative ingredients have been emerging with the potential to help consumers achieve their energy goals. For example, Hewlings notes that the caffeine metabolite paraxanthine is processed quickly and does not result in jitters. Additionally, theacrine is similar to caffeine, without the addictive effects.

Aside from alternatives to caffeine and stimulants as an energy source, there are alternate mechanisms of action for energy production in the body. “Part of the challenge in this space is one of identity and differentiation,” Hewlings explains. “I suggest knowing what ‘energy’ you are targeting because they have different mechanisms of action and will therefore require a different ingredient. Typically, when consumers are seeking a caffeine alternative they are seeking to avoid side effects which are very individual.”

Laura Kunces, PhD, RD, CSSD, vice president of medical strategy at Thorne, explains that deciding on an energy source may take a holistic approach for the consumer, and can involve examining diet and nutrition intake as well as overall health and goals. Deciding on a supplement goes deeper than a conventional stimulant. “Differences in energy production can be realized at the cellular, tissue, and organ levels influencing actual energy production and our perception of feeling energized,” Kunces says. “Some supplements provide direct energy in the form of calories. Examples are macronutrients like carbohydrates, fat, or protein. Some help maintain the structure and function of a cell so it can properly do its job, like DHA or iron. Some supplements can work to mitigate the underlying issue that is preventing proper energy production.”

Carbohydrates, a common dietary source of energy, for example, “provide direct energy (calories) and break down into glucose for quick entrance into the bloodstream. They can provide significant ATP for the functioning body,” explains Kunces.

Other ingredients may be effective at supporting both mental and physical energy. “Creatine is a key component of the phosphocreatine system, helping the muscles create and regenerate the energy demands for a few seconds of intense movements, from hoisting a kid to your shoulders to doing a back flip. Intense cognitive thinking requires the same energy system, so creatine also plays a role in mental energy needs during periods of high demand, like at work or driving a car,” Kunces explains.

Additionally, some supplements such as B-vitamins and the amino acid beta-alanine provide indirect energy, but help energy metabolism or delay fatigue. Vitamins B₆, B₉, and B₁₂ in particular help convert carbs, fat, and protein into usable energy. Others support the transport of oxygen through the body by maintaining red blood cell structure. Nicotinamide riboside (NR), a form of B₃ and a precursor to NAD+, also supports energy production. Finally, Acetyl-L-carnitine helps with focus, and mental clarity by supporting mitochondrial energy production.

Apart from micro and macronutrients, Kunces notes a few lesser-known sources of indirect energy: the herb Greek mountain tea, Lion’s mane mushrooms, and Alpha-GPC. She says that Greek mountain tea can support mental alertness by promoting blood flow to the brain, Lion’s mane supports cognition by helping stimulate the growth of neurons, and Alpha-GPC, popular with athletes, promotes physical stamina through human growth hormone production support.

Furthermore, when combined, many of the aforementioned ingredients may complement one another to provide a greater impact on energy. “A good multivitamin that contains a B-vitamin complex, magnesium, and iron can help make sure that food is broken down for energy, ATP is biologically active, and oxygen is being transported to aid in cellular respiration in the mitochondria,” Kunces explains “NR and polyphenols like resveratrol can help increase NAD+ levels and activate sirtuins that use the NAD to improve mitochondrial efficiency and output. L-carnitine with omega-3s, and alpha-lipoic acid can help enhance fat metabolism and mitochondrial efficiency. Electrolytes with water as hydration is key to maintaining metabolic processes.”

There are various mechanisms of action through which energy can be produced. Additionally, the way energy is experienced can differ depending on its source. More considerate energy options will allow consumers to achieve their energy goals with health in mind.

Reference

1. Antonio, J.; Antonio, B.; Arent, SM.; Candow, DG.; Escalante, G.; Evans, C.; Forbes, S.; Fukuda, D.; Gibbons, M.; Harty, P.; et al. Common Questions and Misconceptions About Energy Drinks: What Does the Scientific Evidence Really Show? Nutrients 2025, 17(1), 67.DOI: 10.3390/nu17010067