- By Sallie Conway
- 51 min
One of the leading energy drink that was introduced in America is Jolt, and its market response was excellent until 1997 when the brand received a significant boost.
One of the leading energy drink that was introduced in America is Jolt, and its market response was excellent until 1997 when the brand received a significant boost. The distinction of the drink became exceptional when Red Bull penetrated the United States to become the leading brand as of 2018. Other beverage companies have followed suit with exciting variations of drink production. The growth witnessed in the drink industry has doubled since the late 1990s, and consumers still crave for a better load that will give their lives the energy boost they need.
Energy drinks are non-alcoholic beverages which are prepared to give the consumers a high-energy thrill. They are produced with very low sugar content than other commercial drinks, and the energy boost they offered can be attributed to the massive amounts of coffee it contains. The essential ingredients for all forms of energy drink production are the same across board, and they act as energizers that stimulate responses. Common ingredients used by drink industry in their production processes are nutrients, sugar, flavor, and preservatives. Additional nutrients that are often used are bee pollen, vitamin B8, glucuronolactone, and many more.
Some drinks are pasteurized for preservation purposes, and when not pasteurized, preservatives such as sodium salt or potassium hydroxide are used. Synthetic or natural flavors are other components that drink manufacturers use to promote their products. Characteristic taste and fragrances of drinks that are improved by fruit, apple, berry, cherry or citrus are other vital parameters to drive the brand to the consumers. A recent study showed that about 34% of consumers that choose energy drink over others are well above 34 years of age. Women and children mostly prefer drinks that are produced with high sugar content while male consumers, on the other hand, prefer drinks with strong tastes and aromas.
Significant findings from the business information point of view showed that pomegranate was the most preferred flavor in many released variety. A brand with orange flavor was more common in over 6% of all the products that was launched in late 2006. These drinks generally contain certain sugars in the form of carbohydrates. A variety of drinks that are a mixture of various fruit juices, vitamins and herbal additives. Smart drinks often contain amino acid supplements that are believed to increase concentration, increase energy levels, and help withstand stress.
Beverage containers are typically designed with spherical recyclable aluminium cans or plastic bottles. Such packaging needs to be made very light and not subtle, with a beautiful cap that can be targeted to meet different needs and users. If the primary target audience is extreme athletes, young adults, teens, and fitness enthusiasts, a comfy packaging that denotes energy, lightning, instant excitement, and speed may be preferred. A more robust packaging may be adopted to target the elites and more formal members of the public. Plastic bottle packaging has become popular recently in the market while most are aimed at young groups or fitness and sports enthusiasts. The market remains open to those targeting specific age groups such as women, seniors or children.