The following content originally appeared in Beverage Innovation Magazine issue 129, which you can subscribe to here.

Despite a declining European beverage market, energy drinks have shown robust growth in Europe according to a report by Canadean – and the European energy drinks market is expected to rise by 4.9% to reach $550m litres in 2015. Energy drinks provide convenience and functionality, which would explain the high demand among today’s on-the-go consumer.

The sector is working hard to turn around its reputation and position itself as a purveyor of healthy beverages which are good for consumers. Concerns over safety, and well as an appetite for clean labels, have encouraged innovation in this category and brands are looking towards natural products to provide a boost.

As well as flavour and ingredient innovations, plus the emergence of low-calorie options, market research firm Canadean has also observed developments in energy drinks using natural ingredients.

Brands have started to highlight the ingredients they use to emphasise the drink’s functional attributes. Earlier this year, natural energy drink brand Pussy updated its can design to illustrate the unique flavour blend with the inclusion of passionfruit and lime cues on the front, and new product information appearing on can. Pussy is made from 100% natural ingredients, which the brand claimed opened the energy drinks category up to “the 73% of consumers who express interest in all-natural energy drinks”.

The traditional energy drink formula comprises sugar, caffeine, or taurine, but following a wave of low-sugar variants, brands are slowly incorporating more natural energy boosting ingredients – including botanicals and natural caffeine sources, such as example goji berries, açaí, plant-based stimulant guarana, and green tea. These elements are all being used to provide a more ‘positive’ energy message.

Here are some of the most recent launches.

In Lativa, Aldaris (Carlsberg Group) launched Super Manki in 2014 – a natural caffeine- and taurine-free energy drink made with mate tea extract, aimed at health-conscious consumers in need of a boost.

Vita-V Energy has announced the launch of an organic energy drink with baobab pulp, five other superfruits, and organic caffeine, which it describes an ‘organic energy shot from Africa’s tree of life’ and a way to ‘drink in all the goodness earth has to offer’. This energy shot beverage is packaged in 2.5oz shots, and the blend of juices it contains is potent.

Belgium-based Mi.ami is free from taurine and caffeine and provides a range of vitamins and minerals. This is the world’s first brand to adapt the wild medicinal Chinese jiaogulan plant for use in the energy drink market, and the company is considering releasing a sport drink containing jiaogulan within the next year. Mi.ami’s creation is rich in antioxidants and features a lemon and pineapple flavour.  To find out more, watch our interview with Mi.ami CEO Marc Smaele.

Producer of premium nutraceutical products American Naturals has recently launched new flavours of its pasteurised Nergia  ‘pure, natural’ energy shot drink:  original mocha, tropical, tangerine and peach. Nergia is made from botanicals sourced from the Brazilian Amazon rainforest, and the trademarked ‘BioIgnition Energy Blend’ consists of guarana seeds and acai berries. Nergia contains under 20 calories per serving.

In Los Angeles, US, healthy lifestyle company ViSalus released the Neon energy drink in April, as part of its expanding product line portfolio. This marks ViSalus’ entry into the canned energy drink category. Neon contains natural sugars from 24% fruit juice concentrate and a proprietary blend of beneficial ingredients, including caffeine from green tea extract, prickly pear puree, and six energy-supporting essential B vitamins.

Launched in March 2014, Herbal Magic are organic, Fairtrade-certified energy drinks that are free from synthetic caffeine, artificial sweeteners and flavourings. The green tea and herbal variety contains herbal extracts (including green tea and Rooibos), and has a ‘full-body feeling’ thanks to the natural sweetener – deionised grape juice concentrate. The drink is high in polyphenols. The main ingredients in the pomegranate and wildberries flavour are pomegranate juice, green tea, grape juice, lemon juice and cranberry juice. The fruit juice provide sweetness.

FoodBev Media Ltd. 7 Kingsmead Square Bath, BA1 2AB United Kingdom Our Team | Contact Us

World Beverage Innovation Awards – NOW OPEN FOR ENTRIES!

The awards celebrate excellence and innovation across the global beverage industry. Don’t miss out on having your innovations recognised on a global scale.

Deadline for entries 23 July – enter now!

Don’t get left behind

Start your free Foodbev magazine trial  today and join thousands of fellow industry professionals in receiving food and drink trends direct to our business.

Click here to start your free trial

Your privacy We use small files known as ‘cookies’ to enhance your experience of the FoodBev website and analyse site-traffic.  Read about how we use cookies or how you may control them in our updated privacy policy and cookie policy.  If you continue to use this site, you consent to our use of cookies.  Click the ‘OKAY‘ button at the top right of this panel to accept or click here for more information.