• Caffeine is the world’s most popular psychoactive drug and in the U.S. more than 90% of adults consume it every day. In the past, energy drinks were targeted towards extreme sports fanatics. However, now brands are realizing there is a wider audience to reach such as studious college students, athletes and busy parents.

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  • With a large amount of backlash surrounding chemically filled energy drinks currently on store shelves, a rising trend among consumers is to seek healthier caffeine alternatives and stricter restrictions for selling these caffeinated beverages to minors. About 30-50% of U.S. teenagers consume energy drinks and as many as 62% of those consume at least one sports drink per day.
  • Surprisingly, conventional energy drinks only account for 5% of the daily caffeine intake for 17-18 year olds because a majority of their caffeine consumption comes from coffee. Today’s 17-18 year olds are consuming twice the amount of caffeine from coffee as they were a decade ago.
  • Parents are equally concerned about their children purchasing safer caffeine beverages. They are reminding their children that drinking too much caffeine can lead to caffeine toxicity, anxiety, heart arrhythmias and even strokes. Energy drink consumers are looking for wholesome drinks that have little to no sugar or any synthetic ingredients and will give them the perfect mid-day pick me up.
  • Several brands are entering this energy health drink category by infusing healthier and sustainable boosts in its products. Frava, originally geared towards studious college students, receives its caffeine from sustainable sourced green coffee beans therefore making it a better lower-acid substitute for individuals with a sensitive stomach that typically become irritated  from a cup of coffee. Runa, a zero calorie health-conscious energy drink, is sourced by organic and Fair Trade-certified guayusa leaves from Ecuadorian farms, delivers the same amount of caffeine as a cup of brewed coffee and contains 680 mg of polyphenols, a compound known for being high in antioxidants.

BalancedHealthy POV:

  • Energy drink companies are realizing that its products aren’t aimed exclusively for those adrenaline junkies, now there are consumers from all walks of life interested in getting a rush of energy at any time of the day. Although many advocacy groups are seeking tighter regulations and safety warnings on caffeine drinks, it has not stopped consumers from purchasing caffeinated beverages to give them the boost they need. The recent negative publicity surrounding energy drinks only made consumers more interested in finding clean energy products that include natural ingredients and allow people to become alert without feeling the burnout or negative side effects from other sugary energy drinks.
  • The rising trend of clean energy drinks is enticing new environmentally and socially conscious consumers that are looking for a safer and healthier boost in their beverage. This all natural energy drink category provides customers with easy to read products that contain fewer-ingredient labels, beverages that have little to no sugar or synthetic ingredients and promote responsible sourcing, clean flavors and added health benefits.
  • While it is possible for caffeine to come from natural and organic sources, it’s important to remember that regardless of where it comes from, caffeine should be consumed moderately because it is a stimulant and psychoactive drug. Whether it’s energy drinks or coffee, Gen We continues to drink a large amount of caffeine. At least it’s comforting to know that brands like Frava and Runa are finding sustainable sourced plants to create clean energy drinks that Gen We and other energy seeking consumers can safely sip on. Even adding extra health benefits of antioxidants for growing teenagers, like Gen We, means these clean caffeine beverages provide a safer and healthier quality of energy than conventional chemical filled energy drinks. We’re glad to see that there are now some healthier and sustainable alternatives that allow consumers to safely perk up and help them get through their busy day.
Resource:
  • Iconoculture