The energy drink sector of the beverage market has been rapidly growing in recent years, with sales projected to reach 20 billion by 2024, according to a 2020 report from Mintel. And while the energy drink sector is predicted to continue to grow thanks to a dedicated base of energy drink users, these users still represent less than half of all US consumers. Energy drink brands know that in order to continue their success and sustain sales for the future, they must continue to gain new customers.
According to Mintel, “among non-users, products in the category come saddled with a less-than-positive reputation. The perception that energy drinks are too sugary, too artificial, contain too much caffeine or simply that they don’t taste good, presents a formidable barrier to trial.” New brands breaking into the market are looking to address these consumer concerns and stand out from some of the more established brands by offering natural, healthy ingredients or additional functionality (or in some cases, both!).
Functional beverages are the new craze among consumers, with beverages now promoting everything from brain boosting function, to sleep and relaxation and digestive help. Energy drink brands are eager to respond to these shifting consumer preferences incorporating additional functionalities besides ones that promote energy. Bang Energy is a prime example of an energy drink promoting additional functionalities, boasting the use of super creatine in their beverages. Creatine is thought to improve strength, increase muscle mass, improve brain function and reduce fatigue and tiredness. Bang Energy has seen a major rise in popularity over the past couple years, especially among young consumers, and in 2021 was the 3rd top selling energy drink, behind Red Bull and Monster Energy, showing consumers growing preference for energy drinks that offer additional functionalities. Bang Energy is also sugar free and zero calories, responding to consumer trends toward more healthy lifestyles.
Functional beverages are the new craze among consumers, with beverages now promoting everything from brain boosting function, to sleep and relaxation and digestive help. Energy drink brands are eager to respond to these shifting consumer preferences incorporating additional functionalities besides ones that promote energy. Bang Energy is a prime example of an energy drink promoting additional functionalities, boasting the use of super creatine in their beverages. Creatine is thought to improve strength, increase muscle mass, improve brain function and reduce fatigue and tiredness. Bang Energy has seen a major rise in popularity over the past couple years, especially among young consumers, and in 2021 was the 3rd top selling energy drink, behind Red Bull and Monster Energy, showing consumers growing preference for energy drinks that offer additional functionalities. Bang Energy is also sugar free and zero calories, responding to consumer trends toward more healthy lifestyles.