10.01.09
Amid publicity concerning the potential danger of energy drink ingredients, Mintel’s Global New Products Database (GNPD) reveals that the latest energy drink launches aren’t getting any healthier. In spite of this, the popular beverage market continues to grow, with sales increasing more than 240% from 2004 to 2009. In the same timeframe, there has been a flood of new energy drinks, with new product launches up by more than 110%. Analyzing the ingredients in energy drinks launched between 2004 and 2008, Mintel’s GNPD found caffeine in nearly all those produced. Meanwhile, taurine, the other popular yet controversial energy-boosting ingredient, was found in more than one in four (27%) energy drinks in 2004, but has slightly reduced to one in five (21%) in 2008.
Mintel did find suppliers producing some new energy drinks that boast more health-focused claims, but they are in the minority. Energy drinks featuring a “low,” “no” or “reduced” calorie claim have increased from 6% to 11% between 2004 and 2008. Within the same timeframe, energy drinks featuring a “low,” “no” or “reduced” sugar claim have held steady at one in seven new launches. In addition, better-for-you energizers like vitamin B6 and guarana have remained flat, appearing in approximately 22% and 12% of new product launches, respectively.
Mintel did find suppliers producing some new energy drinks that boast more health-focused claims, but they are in the minority. Energy drinks featuring a “low,” “no” or “reduced” calorie claim have increased from 6% to 11% between 2004 and 2008. Within the same timeframe, energy drinks featuring a “low,” “no” or “reduced” sugar claim have held steady at one in seven new launches. In addition, better-for-you energizers like vitamin B6 and guarana have remained flat, appearing in approximately 22% and 12% of new product launches, respectively.