Natural energizers
The energy drinks market is growing, driven by the constant and universal demand for productivity. According to a recent study by consultancy Mintel, since 2021, sales have increased by 20.8%, even with the impact of inflation on consumers' pockets. At the same time, new generations are looking for healthier alternatives within the category, made from natural ingredients and designed for specific niches, such as young people and women.
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Natural energizers
Brand of natural energy drink made from an ancient superfood, matcha
SCENARIO
Market openness to innovation and growing demand for natural products
Brand of natural energy drink made from an ancient superfood, matcha
HIGHLIGHTS
Products made from natural ingredients and designed for new market niches are one of the main trends in the energy drinks market in Brazil and worldwide.
Healthy energy
Younger generations, concerned about health and well-being, are looking for drinks with natural ingredients and no artificial additives. This trend is opening up space for energy drink manufacturers to enter the market with innovative proposals that meet this new market demand.
Newaudiences
The energy drinks market is going through a period of diversification. Originally, the products promised energy and were aimed more at the adult male audience. After the pandemic, however, consumers also started looking for drinks with other added benefits, such as hydration and mental stimulation, which ended up generating hybrid products and attracting new audiences to the category, such as young women.
Funwithout alcohol
Energy drinks have proved to be one of the main alternatives to alcohol for the younger generations, who use them both to socialize and work and to improve their performance when playing video games, according to a study by Mintel.
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