Energy drink trends

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Brain boost. Alertness. Attention. Focus. These are all reasons individuals reach for energy drinks. According to the National Center for Complementary and Integrative Health (NCCIH), the most frequent energy drink drinkers in the U.S. are males in the 18- to 34-year-old range.

While energy drinks may be considered a relatively new creation, the first energy drink actually originated in 1949. Sold under the name “Dr. Enuf,” the drink was cold, caffeinated, and vitamin-enriched. It was produced by a chemist to help sluggish coworkers gain more energy without turning to the empty calories of soda.

What does the market look like now for energy drinks? And what new trends, if any, is the category experiencing?

Growth in the Energy Drink Market

Statista points to data showing the energy drink market is experiencing significant growth. Global revenue in the energy and sports drink market is forecasted to increase more than 24% between 2023 and 2027 ($47 billion), with revenue reaching approximately $240 billion by 2027.¹

Christopher Lai and Danny Huang are the cofounders of energy drink brand Marquis (California). Huang says the market is expected to continue growing significantly. Newcomers like Prime energy drinks are taking advantage of social media as a marketing tactic, he points out.

The continued interest in energy drinks doesn’t come without risk, though. “Recently, we have seen some controversy over the amount of caffeine found in many drinks,” Huang says, “which is an opportunity for Marquis to capitalize on its own growth through caffeine education.”

At GNC, Rachel Kreider, MPH, RD, vice president of production innovation and science, shares a few key trends she’s seeing. One is a shift from 16-oz cans to 12-oz slim cans. The second is brands targeting gamers and esports customers.

Upward Trajectory: Here to Stay?

Additionally, Kreider notes the influx of newer brands entering the drinks space, making the category more crowded and competitive. “Over the course of the past year, we have been seeing these shifts happen. One of the biggest drivers of growth and success for energy drink brands is having a large social media presence, audience, and influencer base,” Kreider explains.

Lai, too, has noticed the recent uptick in the energy drinks market. “There’s been steady growth over the past decade—but a spike more recently over the past couple of years due to an influx of consumer interest,” Lai says. Increased energy for working out, afternoon pick-me-ups, and nighttime use are popular reasons to reach for energy drinks. “We’re also continuing to see major players stay at the top, but heightened interest in functional beverages has created an influx of new beverages entering the market,” says Huang, “all with various functions.”

Trending in Energy Drinks Now

New ingredients and flavors are a prominent trend. “For example,” says Lai, “Marquis just released Lemon Lavender, a botanical-forward flavor, as we love to innovate and be the first to release unique flavors.” Clean packaging is also key due, in part, to social influencers who want products that look good in their hands. “Social media has given rise to aesthetically pleasing food and beverages, and consumers want to not only feel good drinking a can but look good [while doing it],” Lai notes.

Lastly, Haung states, energy drinks are becoming more multifunctional than in the past. “They go beyond just energy, incorporating other superfoods and elements,” he says. Marquis, for example, includes vitamins, minerals, and a balanced tri-blend caffeine product.

Kreider too, notes that functional benefits besides energy and caffeine are on the rise. Athletic performance, immunity, and hydration are three benefits consumers are seeking in these products, she says. “An example of this is the recent launch of Beyond Raw’s LIT Charged, which provides supercharged energy and focus in a can,” says Kreider. Featuring ingredients not commonly found in energy drinks—like NeuroFactor, alpha-GPC, and 1,000 mg of L-tyrosine—LIT Charged also bears a supplement facts panel, rather than a nutrition facts panel. This discloses the exact dose of each ingredient without any proprietary blends, Kreider explains.

Another trend? What’s missing from energy drinks. “Consumers are paying more attention to what’s not in the formula. We are seeing more drinks that are low in or free from calories and sugar,” says Kreider. This market is also broadening beyond the young male stereotype, she adds. “We are seeing brands targeting women with fun flavors and slim cans as well as esports gamers with mental performance benefits.”

Reference

1. Statista. Revenue of the energy & sports drinks industry worldwide 2014-2027. June 2023. https://www.statista.com/statistics/691384/sales-value-energy-drinks-worldwide/