ENERGY DRINKS
What You Need To Know
Energy drinks are consumers’ ideal mix of fun and functional. While providing energy is what they are known for, additional functionalities such as focus and metabolism help propel their appeal. At the center, flavor is key, and driving innovation in that sector will boost excitement.
The flexibility of energy drinks in occasion, sport, gaming, concentration, or alcohol substitution engages consumers by making them a desirable choice.
With higher prices coming, consumers will opt out of non-essential items. As brands deal with attrition, consumers may seek out energy drinks if coffee prices become too high. Private labels will be positioned to steal shares from more prominent brands.
By Jennifer Rodriguez, T. Hasegawa
Energy drinks are consumers’ ideal mix of fun and functional. While providing energy is what they are known for, additional functionalities such as focus and metabolism help propel their appeal. At the center, flavor is key, and driving innovation in that sector will boost excitement.
The flexibility of energy drinks in occasion, sport, gaming, concentration, or alcohol substitution engages consumers by making them a desirable choice.
With higher prices coming, consumers will opt out of non-essential items. As brands deal with attrition, consumers may seek out energy drinks if coffee prices become too high. Private labels will be positioned to steal shares from more prominent brands.
By Jennifer Rodriguez, T. Hasegawa
TRADITIONAL ENERGY DRINKS LEAD, BUT WITH CLOSE COMPETITION
Category loyalty is strong among consumers, with new competitors trying tochallenge dominant brands without going the traditional route. Leaning into BFY and “natural” claims can help satisfy the need for caffeine while dipping into categories such as coffee, wellness, and fitness. The market will continue to be competitive because consumers desire variety over consistency.
US: ENERGY DRINK CONSUMPTION, 2025
Base: 2,000 internet users aged 18+
Source: Kantar Profiles/Mintel, January 2025
STACKING CLAIMS STARTS WITH NUTRIENTS, EXTENDS TOWARDS NATURAL CLAIMS
For consumers looking for BFY options, focusing on what an energy drink can’t do is equally important as what it can do. Considering the holistic effect of what energy drinks can offer and help avoid will deliver a powerful message.
21%
11%
7%
4%
Base: 1,358 internet users aged 18+ who have consumed energy drinks in the past three months Source: Kantar Profiles/Mintel, January 2025
21%
11%
7%
4%
Base: 1,358 internet users aged 18+ who have consumed energy drinks in the past three months Source: Kantar Profiles/Mintel, January 2025
INNOVATION MAY NOT BE THE QUICKEST PATH TO GROWTH
Since no significant innovation has captured 50% of consumer interest, consumers aren’t looking for energy drinks to reinvent the wheel. Brands can instead focus on the role of flavor and packaging to strengthen product portfolios and messaging. Brands looking to cater to innovation should consider the niche they want to tackle and help claims resonate across the board. While CBD may have limited appeal, brands can enhance its perception by linking it to anxiety management.
US: INTEREST IN PURCHASE, 2025
470 internet users aged 18+ who consume chips more often compared to a year ago, ^ 263 internet users aged 18+ who consume chips more often compared to a year ago with children under 18 Source: Kantar Profiles/Mintel, December 2024
BRAND WINS FOR MORE THAN HALF, WHEN PUT UP AGAINST FLAVOR, CAFFEINE
Although energy drink consumers enjoy variety, brand loyalty is strong. Consumer shifts can depend on the type of energy drink, whether a fitness favorite or another brand for another purpose.
LTO FLAVORS LEAN INTO WHAT CONSUMERS WANT FROM ENERGY DRINKS
Flavor is important for consumers drawn to bold, creative, and unique flavor combinations. Brands can capture interest in a competitive landscape through seasonal and limited-edition offerings, helping them stand out.
LTO FLAVORS LEAN INTO WHAT CONSUMERS WANT FROM ENERGY DRINKS
Flavor is important for consumers drawn to bold, creative, and unique flavor combinations. Brands can capture interest in a competitive landscape through seasonal and limited-edition offerings, helping them stand out.
EMERGING FLAVORS – FLAVORSCAPE AI
(Ranked 1-10)
1
Citrus
2
Blue Raspberry
3
Ginger
4
Kiwi
5
Grape
Want to Learn More?
Contact us today to discuss your product development needs,
request a sample or a flavor kit.
Want to Learn More?
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