Why Consumers Are Gravitating Toward Energy Drinks

With summer approaching, energy drink brand C4 Energy has launched a seasonal flavor in collaboration with Creamsicle, exclusively at 7-Eleven stores. Featuring 200 milligrams of caffeine and CarnoSyn Beta-Alanine, this limited-edition beverage presents a sweet tangy orange taste combined with a frosty vanilla finish, echoing its iconic frozen counterpart. The partnership was no coincidence; research shows that 70% of Creamsicle buyers are also energy drink consumers.

The U.S. energy drink market is expected to reach $36.71 billion by 2028, a significant leap from $23.2 billion in 2022, with a growth rate of 8.1% annually, according to Research and Markets. This growth is fueled by the increasing variety of offerings, including sugar-free, natural, and organic options. Companies like Living Essentials, producer of 5-hour ENERGY, emphasize “better-for-you” alternatives as a key driver in attracting more health-conscious consumers.

In this evolving landscape, brands are also targeting female consumers, a demographic traditionally underrepresented in the energy drink sector. Boca Raton-based Gorgie has identified this gap and launched a zero-sugar, vegan product line that includes appealing flavors like Peach Tea and Watermelon Crush. Jeff Sigouin, president of Living Essentials, believes that this trend towards inclusivity will spur more female-focused product launches.

Additionally, energy drinks are widening their appeal by incorporating functional benefits. Products like Odyssey’s 222 and 5-Hour ENERGY’s new pre-workout shot cater to consumers’ needs for enhanced focus, hydration, and workout support. As major brands secure prominent sponsorships, such as Rockstar’s deal with the Leagues Cup, the visibility of energy drinks continues to expand, signaling a bright future for the category.

As consumers seek greater product diversity and transparency in ingredients, energy drinks are poised to thrive in today’s health-focused market.