Natural energy ingredients set to charge up consumers seeking balanced lives

12 May 2021 --- Consumers are searching for safe, natural and ethical ingredients to fight fatigue as the effects of COVID-19 have only increased stress levels worldwide.

Innova Market Insights notes that supplements carrying energy claims continue to soar with a 50 percent average annual growth globally from 2017 to 2020.

Moreover, Europe comprises the largest share of new launches globally with one in four supplements launched in the region in 2020 featuring an energy or stamina claim, notes the market researcher. 

Addressing the market of tired and stressed consumers, NutritionInsight speaks with energy ingredients suppliers Givaudan, OmniActive Health Technologies, Nating Italia and supplements brand Motion Nutrition on how they are helping meet the demand with natural solutions. 

The core demographic
More than half of consumers report that their energy levels have worsened in the last ten years and more than a third are taking supplements to address this issue, reveals Kimberly Smith, chief marketing officer at OmniActive Health Technologies in the US.  

Guarana is a fruit from South America that naturally contains caffeine.“We see a lot of interest in energy ingredients from young professionals, Millennial moms and Gen Xers. Millennials, in particular, are citing ‘lack of energy’ as one of the leading health issues they’re looking to manage,” she adds. 

Joe Welstead, is the founder of Motion Nutrition, a supplements company focused on natural solutions for stressful modern lives. He notes that women in their 30s to 60s comprise the company’s key demographic. 

Welstead believes this area of the population may be more apt to try gentle solutions that provide the precursor to energy, such as B vitamins, rather than caffeine. 

Naturally sourced caffeine 
Welstead notes that caffeine should be consumed “in the right context.” Given busy modern lives, there is the risk that too much will exacerbate stress, anxiety and consumers’ already taxing mental overload, he notes. 

At the same time, it is a highly effective ingredient where the consumer is certain to feel the effect. 

Tapping into consumer demand for natural and sources of caffeine with less jitters, OmniActive Health Technologies offers its Xtenergy sourced from green coffee beans (Coffea robusta).  

Xtenergy’s extended-release formula is designed to provide a steady release of caffeine to support nootropic benefits (alertness, mood and feeling less tired) without unwanted side effects. 

OmniActive’s Consumer Insights shows that after the first cup of coffee, consumers are looking for alternative products.Shift in values
For Romain Thevenot, global product manager botanicals for food & beverage at Givaudan, expectations have “completely changed” around energy ingredients, with a stronger focus on natural.  

“Energy-boosting products are hugely popular, but you can’t meet demand with cheap, artificial caffeine anymore. Shoppers scrutinize products and ask questions like: Is it clean? Natural? Sustainable?”

Alessia Mattiello, sales director at Nating Italia, agrees that there has been increased demand for energy ingredients from natural sources.

“Consumers are looking for 100 percent natural ingredients, made from nothing but extracts, without any artificial or synthetic substances.”

Ingredients with a story
Botanicals that can appeal to consumers’ curiosity for new experiences and that also come with a meaningful story have a lot of potential to grow, states Thevenot. 

Bringing consumers knowledge about where their ingredients come from taps into Innova Market Insights’ top trend for 2021: “Transparency Triumphs.” 

Adaptogens can help consumers cope with stress, thereby supporting healthy, steady levels of energy.Thevenot names the naturally caffeinated fruit guarana as an ingredient that works particularly well in functional beverages. 

It provides not only the sought-after benefits, but also a storytelling angle related to its traditional use and geographical origins, he explains. 

“The fruit is sustainably sourced by Givaudan in South America. They are natural and appeal to consumers’ desire for new experiences.” 

Beyond caffeine
OmniActive’s consumer insights shows that after the first cup of coffee, consumers are looking for alternative products to keep them charged throughout the day.  

Along with their compelling origin stories, botanicals can offer adaptogenic qualities, helping consumers to enhance focus and stress resilience. 

According to some industry experts, adaptogens can be a viable alternative to caffeine by making the body more adaptable to stress, which naturally boosts energy. 

OmniActive Health Technologies’ enXtra is a proprietary extract of Alpinia galanga, which is caffeine-free. This extract from the ginger and turmeric family is a natural botanical formula poised to offer same-day mental alertness and focus benefits.

Zinc is the fastest-growing ingredient in energy supplements, which may relate to its vast amount of claims.“We see important growth in food and beverages containing energy ingredients because large multinational companies are pushing new drinks with energizing properties,” says Mattiello. 

For example, PepsiCo recently revealed Lift sparkling water, which contains 200 mg of the adaptogen Panax ginseng to help support mental stamina as part of its new Soulboost line. 

Moreover, Innova Market Insights reports that the adaptogens maca extract, reishi mushroom extract and ashwagandha make up three of the five fastest-growing ingredients in the Energy Supplements category. 

Crossing categories
The other two fastest-growing ingredients in energy supplements are zinc bisglycinate and zinc gluconate, which may be related to zinc’s numerous EFSA health claims from supporting normal cognitive function, DNA synthesis and the immune system.

“Just a small amount of zinc is necessary to make a claim, making it an interesting add-on for a variety of products,” says Welstead. 

Zinc is also responsible for hundreds of processes in the body, he notes. 

Innova Market Insights notes that Vitamins/Minerals has consistently been the top subcategory for supplement launches tracked with energy and stamina claims globally from 2016 to 2020. 

Welstead adds that the stresses of modern lives can also quickly deplete magnesium, particularly if the consumer is already taking caffeine or alcohol. Therefore, keeping sufficient magnesium is also relevant to maintaining optimal energy levels. 

Supplements in the Energy/Stamina category are most frequently accompanied by claims that support immunity and brain-mood claims. 

 By Missy Green

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