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Reaching a staggering $12.5 billion in revenue, the energy drink industry is here to stay. According to industry market analysis, energy drinks are estimated to secure a market share of 78 percent, with energy shots at 18 percent and energy mixes at 4 percent. Over the past few years they have experienced phenomenal growth and are now consumed in most parts of the world.

Energy drinks include beverages like energy shots and energy drink mixes. These beverages are typically high in caffeine and additional ingredients such as taurine, guarana and B vitamins, glucuronolactone (an artificial stimulant), sucrose and glucose. Energy drinks are intended to give consumers an extra energy boost. Energy shots are a more concentrated form containing a larger amount of the primary ingredient caffeine. Energy drink mixes come packaged as powder and are combined with water or juice to create a beverage.

Caffeine, the major ingredient in energy drinks, is known for its stimulating effects and has been used for centuries. Possibly the most widely used and accepted energy inducing substance on the planet, caffeine is defined as a drug because it stimulates the central nervous system causing increased alertness. It is present in many teas, coffee, chocolate, soft drinks, pain relievers and over-the-counter medications. Most energy drinks contain between 70 and 200mg of caffeine per can. 54 percent of all caffeine is consumed in coffee.

According to market data, the average American consumes approximately 300mg of caffeine in any given workday. Half the American population is believed to drink coffee: that means 150 million Americans drink coffee!

Teens and young adults make up the largest percentage of energy drink consumers. It is estimated that about 30 percent of adolescents consume energy drinks. According to a study by the U.S. Centers for Disease Control and Prevention (CDC), 8 percent of young people drink energy drinks weekly, 20 percent think that energy drinks are safe, and 13 percent think that energy drinks are a sports drink.

Energy drinks provide no therapeutic benefit and many ingredients used are understudied and unregulated. With all the media attention and regulatory backlash against leading energy drink manufacturers for their potential adverse side effects and intentional target marketing to the teen and young adult age group, the Food and Drug Administration (FDA) has been investigating the safety of energy drinks.

While traditional energy drinks such as Red Bull, Monster and Rockstar dominate the $12.5 billion industry, many new players in the functional food and beverage industry are working to educate the public about the benefits of using plant-based caffeine and other natural energy-boosting ingredients. A variety of “natural” energy drinks have grown tremendously popular over the last few years and new products are constantly emerging.

In contrast to sugar-laden, chemical and caffeine-filled energy drinks that only provide a short, unnatural burst of energy, natural ingredients may provide the body with an energy boost on a ‘please, I need a quick pick-me-up’ day. These natural constituents provide lasting energy without the sudden crash and tiredness resulting from excessive sugar and caffeine. A growing number of products are using natural sources of caffeine and sweeteners with no additives or sugar, while also adding antioxidants and vitamins.

Natural energy drinks are infused with B vitamins, waters are enhanced with vitamins and minerals, and the call for natural sweeteners such as stevia, monk fruit, and fruit juices are preferred. The most widely used ingredient is the range of B vitamins known as “energy vitamins” due to their function in promoting energy metabolism, followed by caffeine and taurine. Taurine which is an amino acid produced within the body is believed to help in mental and athletic performance. Although some sources of taurine include seaweed, dairy products and brewer’s yeast, the type found in conventional energy drinks is artificial.

Another popular energy ingredient is Guarana. Guarana is derived from the seeds of a climbing plant in the maple family which is native to Amazon and common to Brazil. Guaranine, the caffeine found in guarana, has similar properties to the caffeine found in coffee, tea, and mate. It has more than twice the caffeine of regular coffee beans and contains theobromine and theophylline which both affect the nervous system. Guarana has been used for hundreds of years as a powerful stimulant to enhance athletic performance, reduce mental and physical fatigue and increase alertness and energy. As a supplement, guarana is "generally recognized as safe" by the U.S. Food and Drug Administration.

Cocoa is another stimulant which has been enjoyed by many people around the world since the early times. In the form of chocolate confections, it is the most popular gift for Valentine’s Day! Cocoa is derived from the Theobroma Cacao beans, which literally means "Food of the Gods". The Mayans were the first to link chocolate with romance, using cocoa to create a beverage used in betrothal and marriage ceremonies.

Cacao contains over 300 compounds including protein, fat, carbohydrates, fiber, iron, zinc, copper, calcium and magnesium. In addition, cacao contains the chemicals phenylethylamine (PEA) and anandamide. PEA is an adrenal-related chemical that our bodies produce naturally when we are excited. Anandamide, also called "chocolate amphetamine", causes changes in blood pressure and blood-sugar levels, leading to feelings of excitement, alertness, and elation.

Monk fruit, or Lo Han Guo, is native to China. Over the past years it has gained popularity as a natural alternative to sugar. Unique to Monk fruit is the great-tasting low calorie sweetness combined with the goodness of fruit that comes with naturally occurring antioxidants. Monk fruit is twenty times sweeter than other fruit juices. Stevia, another sugar substitute, has been used for more than 1,500 years by the Guarani peoples of South America who called it ‘ka’a he’e ka’a he’e’ meaning “sweet herb”. It is extracted from the leaves of the plant species Stevia rebaudiana and is up to 150 times sweeter than sugar.

Another popular naturally-refreshing ingredient is coconut water, appropriately named “Mother Nature’s natural sports drink”. Coconut water hydrates the body with its sweet nutty taste, easily digested carbohydrates in the form of sugar and electrolytes.

Aside from Caffeine, energy drink manufacturers use other energy boosting nutrients. Acai Berries are popular due to their rich antioxidant content. Chlorophyll which is present in greens like spinach helps to oxygenate the blood, increasing energy levels and mental awareness. Other natural energy boosting ingredients which work well in energy drinks include pea as well as fruit and vegetable powders like beet, lemon, cranberry, and banana.

In today’s ‘grab and go’ society where most people are looking for energy to get through the day, energy drinks bring a promise of enhanced mood and performance - a very attractive marketing tool. They combine nutrition with a quick energy boost in a small, travel-size convenient package!

Consumers have become more mindful of beverage choices, of the need to read labels and opt for alternatives which are more natural and less invasive to health. Consequently, functional food and beverage manufacturers are developing natural energy drinks with healthy ingredients which tend to be more appealing to health conscious consumers.

As more and more Americans seek out products which supply them with lasting energy and added health benefits, the energy drink market will continue to grow exponentially. According to a Global Health and Wellness report, “Consumers seek fresh, natural and minimally processed foods. Beneficial ingredients that help fight disease and promote good health are also important. Health attributes are most important to emerging-market respondents, who are most willing to pay a premium for health benefits.”

NP Nutra^® has been a leading global supplier of premium raw materials and botanical extracts to the dietary supplement, functional food, beverage and cosmetic industries for almost twenty years. NP Nutra^® is renowned for supplying premium quality ingredients with the best customer service at the most competitive prices.