Chicago (August 28, 2009)— Amid the constant publicity about the potential danger of energy drink ingredients, Mintel Global New Products Database (GNPD) reveals that the latest energy drink launches aren’t getting any healthier. Despite this, the popular beverage market continues to grow with sales increasing over 240% from 2004 to 2009. In the same timeframe, there has been a flood of new energy drinks to the market with new product launches up by over 110%.
Analyzing the ingredients in energy drinks launched between 2004 and 2008, Mintel GNPD found caffeine in nearly all energy drinks 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.
“There is a significant market right now for drinks offering a boost of energy,” notes Lynn Dornblaser, Mintel global new products expert. “Although consumers say they try to eat and drink better, it appears that energy drinks is not a category in which that happens, as they continue to choose options that contain sugar, caffeine and taurine, all of which can have negative effects if consumed in excess.”
Mintel found that suppliers are producing some new energy drinks that boast more health-focused claims, but they are in the minority. Energy drinks showing 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.
In 2008, Ocean Spray introduced a line of Cranergy Energy Drinks billed as “naturally energizing.” This line of drinks contains real fruit juice blended with natural energizers including five B Vitamins, Vitamin C and green tea extract. These new non-carbonated drinks are clinically shown to improve alertness and make people feel less tired. Bazza High-Energy Tea is another new energy-inducing beverage made from green tea and EGCG antioxidants and calls itself the “smarter high-energy alternative.”
According to Lynn Dornblaser, “these new, natural energy-enhancing products could threaten to steal share from their less healthy counterparts. Often they are not sold in the energy drinks aisle, but in the juice or alternative beverage aisle, which may protect them from the unhealthy stigma some consumers associate with energy drinks.”
Announcing the new Mintel GNPD Ingredients…
Consistently at the forefront of innovation and development, Mintel is launching the first ever global ingredients classification structure for new products. Designed to help clients better understand and analyze ingredient trends, Mintel GNPD Ingredients is a thorough, searchable database of ingredients, claims and nutrition facts. To learn more, contact info@mintel.com.

MintelAdmin
More from Mintel
  • Mintel Store Reports
    Discover your next big breakthrough
    Get smart fast with our exclusive market research reports, delivering the latest data, innovation, trends and strategic recommendations....
    View Reports
  • 2025 Trends
    2025 Global Trends
    Understand what’s new and next in consumer behaviour and the impact on marketing and innovation strategies....
    Discover trends
  • Mintel Consulting
    Are you after more tailored solutions to help drive Consumer Demand, Market Expansion or Innovation Strategy?
    Ask for a customised strategic solution from Mintel Consulting today....
    Find out more
Subscribe to Press Releases
Contact Press Office
Related articles
May 28, 2025
Consumer
Article
From gourmet chicken with customised spice levels to a banquet of dipping sauce choices, chickenshops are proving particularly appealing to the better-off £75k plus household income group whoare far more…
May 26, 2025
Mintel’s latest research highlights a significant gap between Indian consumer demand and industry innovation in the sugar confectionery space. Although children represent a key audience for candy brands, only 1.5%…
March 18, 2025
Flavour innovation is evolving rapidly as consumer taste profiles shift. Mintel’s “The Future of Flavours 2025” report highlights emerging trends driving the food and drink industry—from the…

Free market intelligence downloads