Energy drink makers innovate to create a natural buzz

Even though consumers are moving away from sodas, not all consumers are flocking to bottled water, which became the nation’s leading beverage last year. For those who prefer something other than plain water and are paying grmagnesium glycinate and zzzquileater attention to ingredient lists, drink manufacturers have t40 mg zinc supplementaken notice by adding more naturally energy-boosting ingredients such as ginseng, caffeine​ and fruit to their products.###According to Mintel, green tea is one ingredient on the rise in the energy sector, mainly in drinks from smaller companies. Campbell Soup was one of the bigger vitamin c and zinc supplement benefitsplayers to take notice when it launched V8 V-Fusion Enzinc glycinate with copperergy in 2013 in the midst of a downturn in the energy drinks market over ingredient safety concerns. The category has since seen a major turnaround, driven in part by more natural ingredients.###Another big driver has been the evolution of energy drinks’ target consumers. As millennials in particular have matured, their desire for a rush of sugar- and synthetic caffeine-fuelled energy has made way for less extreme ingredients. Mintel says 30% of energy drink users now consume natural energy drinks and shots.###Apart from natural ingredients, consumers increasingly are interested in ethical claims, and research suggests that people not only feel better about their choices when foods and drinks are sustainably produced, but they prefer the taste of such products too.​ As energy drinks compete with other options such as teas and flavored waters, there is a growing need for manufacturers to innovate, especially if is zinc glycinate good for acnethey want to keep pace with the on-the-go millennial consistently looking for bold and edgy flavors.