Photo by Claudia Zimmer, Flickr Creative Commons.
A new report on Energy Drinks Innovation from specialist food and drink consultancy Zenith International has highlighted 13 key trends for new product launches worldwide since 2012.
“Energy drinks remain one of the most dynamic soft drinks segments, with hundreds of new products being introduced in the past three years,” said Zenith chairman Richard Hall. “Consumers are being offered an ever wider selection. Some have new functional claims such as memory and metabolic enhancement. Some are targeting new age groups such as older audiences or new occasions such as breakfast. Some are aiming to be more natural or healthy. Others are even more adventurous, such as a fruit and mint flavour or a glow-in-the-dark bottle.
“This report is designed to provide the ultimate guide to groundbreaking new products as a benchmark for anyone seeking to lead the way for future innovation.”
The Zenith report also focuses on 15 ingredients (antioxidants, B vitamins, caffeine, ginkgo biloba, ginseng, glucuronolactone, green tea, guarana, L-carnitine, L-theanine, milk thistle, sugar, sweeteners, taurine, yerba mate), plus seven regions (Africa, Asia Pacific, Australasia, Europe, Latin America, Middle East and North America).
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