April 26, 2024 – For the modern American living a fast-paced lifestyle, it is important to maintain energy throughout the day. However, too much of an energizing ingredient, such as caffeine, can create undesirable effects like jitters and anxiety. A growing group of consumers is looking for more natural ‘clean’ caffeine sources to help mitigate the negative side effects, and maintain the positive energy boost they need.
US Consumers Want Natural Energy Options
Consumer preferences for energy drinks with natural ingredients is driving growth of clean caffeine options. Caffeine has remained a preferred ingredient in US consumers’ energy drinks, chosen by 47% as an ingredient of interest in their products. However, a growing group of consumers also care about the source quality of the ingredients in their energy drinks, seeking claims of real or natural ingredients. These consumers are interested in jitter free caffeine options that come from gentle and sustainable sources.
Enter, Clean Caffeine
Clean caffeine refers to caffeine extraction methods avoiding harsh chemicals. Commonly found in green tea, it is known for being a gentler and more sustainable energy source. Clean caffeine is also thought to offer sustained energy throughout the day.
A Growing Market
Energy drinks trends research indicates clean caffeine energy drinks have experienced notable market growth since 2021. Between 2019 and 2023, there has been 21% growth in clean caffeine energy drink launches in the US.
However, brands producing highly caffeinated energy drinks are navigating legal risks for their products. There is growing scrutiny due to alleged overconsumption of these products, prompting health concerns. As these beverages gain market share, brands must address their caffeine levels, labeling, and surrounding marketing practices, to ensure consumer safety.
Health Benefits in Clean Caffeine Energy Drinks
Clean caffeine energy drinks in the US tend to claim multiple health benefits. For example, Kill Cliff Octane Elk Blood Spicy Cherry Energy Drink claims, alongside its natural caffeine sourced from green tea, to contain vitamins B and E, niacin, ginger, root, ginseng, and pantothenic acid to optimize metabolic function and natural energy production.
Another product, Machu Picchu Craft Organic Yerba Mate Zero Sugar, claims their natural caffeine comes from green coffee beans and organic Peruvian maca, an adaptogen rich in vitamins and minerals like vitamin C, copper, and iron. The brand also claims to provide beverages that are not only beneficial for physical health but also promote emotional and mental well-being.
Some clean caffeine innovators are opting for green coffee beans, and green tea as their main sources of caffeine.
Brands Targeting Diverse Consumers
Energy drink brands are expanding their product portfolio by targeting diverse consumers seeking healthy drinks and customizable options. One such brand is The Human Bean, a leading US drive-thru chain, which has unveiled a green coffee bean-based energy drink that has over 28 flavors and three bases for consumers to customize.
Another brand broadening their market is Plant Press. The New York-based energy drink startup, offering clean caffeine energy drinks, secured $1.2M of funding last year. This will be used to support team expansion, product portfolio growth, and increased retail presence.
Supporting Social Causes
Other clean caffeine energy drink launches are showing a commitment to both social impacts, and healthy, simple ingredients. CLEAN Cause has launched a non-carbonated organic yerba mate with no artificial sweeteners, where 50% of net profits support addiction recovery groups. The drink is sweetened with organic cane sugar, and uses organic green tea extract, alongside its yerba mate base as a source of clean caffeine.
What’s Next for Clean Caffeine Energy Drinks Trends in the US?
The trend of clean caffeine energy drinks in the US falls in line with a general rising consumer interest in healthier products, that still provide the qualities they demand. In this case, clean caffeine doubles up by not only claiming to be both healthy and energizing, but also curtails the negative effects of caffeine. The multiple beneficial effects that come from clean caffeine sources may positively impact its staying power within the market. If consumer interest continues to grow, clean caffeine may be seen as a label on increasing numbers of products.
Clean energy drinks are also being advertised to an increasingly broad demographic of US consumers. Some are more tailored to stationary activities, such as gaming, boasting improvements to mental alertness, and regulating sleep cycles with ingredients like melatonin. Others are packaged to be an everyday option for workers, and drinks positioned for outdoor activities remain common.
This article is based on our insider report, “Embracing Clean Caffeine Energy Drinks in the US.” If you are interested in reading this report, feel free to request a demo.
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