Energy drinks carrying more natural ingredients

LONDON Business Insights on Friday issued a new report finding that more and more energy drink manufacturers are introducing natural ingredients to their drinks range, shifting the energy drink market from a stimulant, instant boost energy drink model to a more sustainable, longer lasting energy lift model.

The energy drinks market continues to offer significant growth opportunity and is expected to grow at a compounded annual growth rate of 4.5 percent in Europe through 2011, which is expected to grow the dollar volume to $5 billion. Within the region, the Italian market will experience the fastest rate of growth at 10 percent, followed by Sweden with 7 percent. .

According to Productscan, of all sports and energy food and drinks launched globally in 2007, 7 percent claimed to be natural and 12 percent claimed to be high in vitamins. These products contain ingredients such as oats and ginseng (a well established energy provider) and more novel superfruits such as acai and goji berries.

By formulating drinks with such ingredients, manufacturers are not only able to make a natural claim; there is also the added benefit of positioning the product as an everyday soft drink, targeted at consumers looking for vitality and wellness benefits, the company stated. Sports drinks in the United States, such as Gatorade, are consumed for general wellbeing and hydration, not just for sporting activities, and manufacturers in Europe have the opportunity to tap into this trend.