Beverage brands utilize natural energy ingredients to appeal to consumers

He notes that consumer interest is being driven by clean label ingredients that offer sustained energy without a crash that can provide functional benefits to improve cognitive, cellular and cardiovascular health. Natural caffeine from green tea or green coffee bean can sustain energy levels longer than synthetic anhydrous caffeine because its absorption is slower and is balanced by other naturally occurring compounds such as chlorogenic acid and theanine, Roza explains.

Roza also says that factors such as taste, stability, synergy and functionality should be top-of-mind for beverage brands working with natural energy solutions. “Taste is king, and many energy ingredients have bitter notes that must be masked to create an acceptable flavor system,” he states. “Stability is also critical, so knowing an ingredient’s limitations in processing temperature, pH and light/oxygen exposure is also important. Knowing an ingredient’s physical properties such as its solubility and possible chemical interactions with other compounds will determine its functionality in a formulation.”

Lastly, Roza notes the importance of establishing synergy by leveraging the bioactive properties of the ingredients being used to produce its desired outcome. “Today’s consumer is multi-faceted — they want a beverage with better-for-you ingredients, but they also want it to function as a post-workout or mid-afternoon treat.” He describes a recent shift away from traditional categories of sports, coffee and tea beverages that now encompasses water, juices, hydration, electrolytes and soft drinks to address the increasing demand for energy.

“This is driven by the addition of caffeine from natural sources such as green tea, coffee berry and guarana combined with adaptogens and other bioactives,” he says. “This has created whole new subcategories that can provide relief from fatigue through a more integrated approach.” Roza closes with the thought that the development of clean label, plant-based, multi-dimensional products that offer more than just energy and address other consumer needs by supporting immune, brain and cardiovascular health.