The Evolution of Energy for Everyone
An article featured in Nutraceuticals World explores the multifaceted nature of energy-focused products and the evolutionary trends in energy formulations to meet consumer needs.
While traditional staples like caffeine, B-vitamins, and amino acids remain popular, there is a growing interest in alternative ingredients such as adaptogens, nootropics, and whole food sources of nutrients. Larry Kolb, president of TSI Group, emphasizes the relevance of ingredients optimizing muscular energy production, reflecting consumers' desire for improved athletic performance and recovery.
Notably, there's a shift away from stimulant-heavy formulations towards non-stimulant energy sources, particularly plant-based options. This aligns with consumer preferences for sustained energy without the negative effects associated with stimulants. The market is witnessing a rise in products offering additional functionalities like immune support, mental clarity, and stress reduction, alongside energy benefits.
PEAK ATP®, a key ingredient, is highlighted by Kolb as a great differentiator for brands entering the energy market. He emphasizes its potential in targeting consumers looking for sustained energy and cognitive function.
The article discusses various product formats gaining popularity, from powdered supplements and energy bars to functional waters and even breath sprays and functional chocolates. Innovative ingredients like mushrooms and branded ingredients such as Cognizin® Citicoline are also mentioned, catering to consumers seeking mental energy and focus.
The Future of Energy
Looking ahead, the energy market is expected to prioritize safety, efficacy, and the usage of natural ingredients. There's a growing emphasis on transparency in labeling and marketing practices, driven by increasing consumer health awareness. With the shift towards younger consumer demographics, the role of science and research in product development and decision-making processes is anticipated to grow.
Overall, the article underscores the diversification of energy products and the importance of meeting evolving consumer demands for functional, better-for-you options that provide sustained energy and additional health benefits.