Energy ingredients shake off “bad rap” as caffeine alternatives and personalization come to fore

17 Feb 2022 --- Often maligned as unhealthy, energy ingredients are embracing naturality and caffeine alternatives to help them shake off their negative associations. Personalized formulas now appeal to consumers from all walks of life, with clinical backing helping to add reassurance, industry experts tell NutritionInsight.

“Highly caffeinated ingredients and sugary products have received a ‘bad rap’ over the years,” says Marianne McDonagh, vice president of sales at Bioenergy Life Science (BLS).

Matthew Braman, business development director of Finzelberg’s North American business, has also seen negative perceptions for energy drinks due to their large quantities of caffeine (especially synthetic) and sugar. 

“However, this is changing as energy drinks increasingly contain caffeine-free options based on botanical ingredients,” he states. 

McDonagh continues not all energy ingredients are unhealthy, and the growing emphasis on products that boost cellular energy demonstrates consumers’ interest in healthy alternatives.

“The range of available energy ingredient options has evolved considerably over the years, with many more naturally sourced ingredients offering a broad range of ways to enhance energy,” adds Lindsey Toth, director of global marketing at Lonza Capsules & Health Ingredients.Bioenergy Ribose features in Gundry MD’s Energy Renew powder. 

Adding options beyond caffeine
Steve Fink, vice president of marketing at PLT Health Solutions, has also seen a move in some groups away from caffeine. 

“Don’t get us wrong, caffeine is incredibly popular, but people are looking for new options. Reasons for this run from the intolerance of caffeine and health concerns to social and cultural preferences. This question is similar to asking ‘why is gluten-free’ important,” he explains.

For some people, the use of caffeine is not possible because of how they react to it. Others are concerned about health issues that have been associated with caffeine. 

Finally, the jitters and crash that have been associated with caffeine are considered undesirable by some consumers. Non-stim energy avoids these issues for those who are looking for another option.

Spotlight on trending ingredients
While caffeine remains a category mainstay, other ingredients are also taking off. For example, BLS offers Bioenergy Ribose, which delivers an “all-natural” cellular energy boost. 

“Our research shows D-Ribose is beneficial for just about anyone, from busy professionals to frazzled moms, weekend warriors, baby boomers and even Olympic athletes,” says McDonagh. 

Meanwhile, Lonza positions its Carnipure L-carnitine as a safe and efficacious source for non-stimulant energy. It supports energy production from fatty acids and plays a central role in metabolism.

“Stimulant-based ingredients, like anhydrous coffee, also remain a go-to energy ingredient for many people – it’s proven to work. And for those looking for more natural stimulant-based options, caffeine from coffee arabica and green tea offer appealing alternatives,” says Toth. 

Meanwhile, Finzelberg’s red ginseng extract, Fireroot, provides a botanical solution for physical and mental energy, along with the Greek mountain tea extract Concental for performance in mentally demanding situations, notes Braman.There are a host of different energy ingredients and dosage formats to cater to diverse consumer demands.

Representing a broad cross-section
According to Lonza’s research, energy isn’t a single generation or demographic need – it actually spans all ages and types of people.

“More energy is something that most of us crave – whether you’re looking to maximize your workout or are a busy mom running after kids,” Toth states. 

McDonagh also observes that there is now a broad cross-section of consumers representing all age groups and lifestyles who are gravitating toward healthier energy products.

“The energy sector has grown dramatically in the last decade in the minds and wants of consumers of all ages and walks of life,” adds Fink. 

Overcoming taste challenges
Across all offerings in the ingredient space, it is important to offer consumers a convenient, positive experience in their health journey. However, this isn’t always easy, notes Toth.

For example, taste is still rated as one of the most valuable attributes among dietary supplement consumers, but not all energy ingredients – especially those that are natural or botanical – have a consumer-friendly flavor profile.

“Today, however, taste-masking and flavor technologies have come a long way, and there is a wealth of options for supplement manufacturers to explore to overcome this,” says Toth.

Lonza’s proprietary lipid multi-particulate technology, for instance, creates ingredient microspheres using waxes and ingredients, which effectively can help in masking unpleasant tastes and odors.

When it comes to ingredients, there are no one-size-fits-all options – companies need to tailor their solution to the consumer they’re trying to target – and there are plenty of options out there.Caffeine is still a very popular ingredient, but natural alternatives also hold appeal. 

Tailored experiences
Personalization – which has been taking off across all nutrition categories – is also having an impact within energy. 

“When it comes to ingredients, there are no one-size-fits-all options – companies need to tailor their solution to the consumer they’re trying to target – and there are plenty of options out there,” says Toth. 

Within traditional energy ingredients – like caffeine – consumers want an experience that matches their needs, instead of the “cup of coffee” experience.

“The energy requirements of a person just waking up, studying late at night or running a 10 km race are all different. New technology is allowing consumer product companies to create customized energy profiles to meet consumer use occasions,” Fink describes.

Typically, these have been referred to as “extended release” or “delayed release,” but there is potential to go beyond these into entirely customizable energy profiles.

Dosage form is key
Toth also highlights that advanced dosage form technologies now offer a solution to optimize the consumer experience.

“It’s important to consider how a product makes consumers feel. Are there any unwelcome side effects – the jitters, increased anxiety, or dizziness? And is it delivering the ingredient exactly when they need it, and for as long as they need it?” 

This is especially important in certain groups. For example, in the lucrative e-sports market – which Toth says is poised to hit US$1.7 billion this year – jitters can throw players off their game. 

Therefore, Lonza’s capsules offer different user experiences. For people looking for immediate ingredient release, Capsugel Plantcaps pullulan capsules enable quick disintegration and absorption. 

If energy is required over a sustained period – for example, during a marathon or long workout – Capsugel DRcaps designed release capsules deliver energy and active nutrition ingredients past the stomach – helping to deliver a strain like TWK10 sports probiotic to the small intestine.

Clinical backing is lucrative
Scientific backing is crucial, with a PLT study recently finding that consumers will preferentially purchase a pre-workout product that can make clinically-backed claims about caffeine and energy. Secondly, they will pay more for it.

McDonagh adds that the most noteworthy change over the last decade regarding energy-based products is the use of science and research to choose which ingredients and formulas are used to create innovative, effective products. 

“This change has been drastic in a lot of cases because these new products are healthy and they’re effective. Bioenergy Ribose is in constant demand for these formulas because it gives the consumer a safe, much-needed energy boost without the unwanted side effects associated with some other ingredients,” she concludes. 

By Katherine Durrell