The Energy Drink Segment is Evolving – Naturally!
The energy drink subcategory is bursting with opportunity and growth.The European energy drinks subcategory is projected to be valued at 22 billion USD in 2024 with an expected annual growth at +7% until 2030 – this would lead to 33 billion USD by 2030. (Euromonitor)
With increasing competition in the market and consumers’ better-for-you and better-for-the-environment movement, brands are expanding their initiatives by offering new clean ingredient benefits and more environmentally friendly concepts. According to market insights, 57% of German category users think it is worth paying more for sustainably produced energy drinks with clean ingredients. (Mintel)
Peach Vibe Flavoured Sparkling Energy Drink from Celsius:
- Free from sugar and preservatives
- 100% vegan
- Only Natural flavours and colors
Tutti-Frutti & Forest Fruit Flavoured Carbonated Energy Drink from Hell Energy
- Enriched with vitamins B3, B5, B6 and B12
- High in caffeine
As current energy drink brands and emerging players formulate to differentiate, product developers and brand managers should consider using bright colour from natural sources to stand apart from the crowd. Sensient’s extensive data on the value of colour even indicates that vivid colour increases purchase intent and flavour perception too, making it a win-win opportunity.
Brands marketing around taste should highly consider the power and influence of colour on consumers’ taste perception: what would Flamin’ Hot be without its infamous vibrant red hue? Can you imagine Coke or Pepsi being clear?
Do not underestimate the power of colour with consumers—we eat with our eyes first after all!
Technical Considerations for Formulating with Natural Colours
#1 pH
Stability
Formulators working with natural colours in ready-to-drink beverages like energy drinks should keep several things in mind. First, the acidity of the base has a potentially significant impact on the success of certain natural colours. Some colours love low pH levels and thrive in these environments, like anthocyanins, including Sensient’s cost-effective red Black Carrot juice. Other natural sources, like beet, wouldn’t be suggested by a colour expert for a low-pH system because they won’t perform optimally like they might in a higher acidity system.
#2 Processing
Parameters
Processing conditions or requirements can also affect natural colour performance. Some natural colours degrade under the heat treatment during hot-fill, while others excel. Also, the type of colour—meaning a powder versus liquid—can impact success. Sensient’s beverage colour experts can help identify the most optimal natural colour solution that fits your manufacturing needs, and we can even start today if you reach out to us here.
#3 Ingredient
Interaction
Developers should also be aware that not all ingredients get along with one another in the same beverage system. For example, vitamins cause interaction with some natural colours, so my team would steer you away from certain solutions based on the fortification blend being added to the beverage formulation. It is especially important to do stability testing of the natural colours in the full system, and Sensient is happy to support this critical testing — just ask us!
Innovating Naturally and Colourfully
Unleash nature’s rainbow in your next energy drink launch…
Sun Yellow:
Turmeric imparts bold yellow shades and is a popular choice for brands seeking an energetic visual boost. Although it is light sensitive, since many energy drinks are packaged in opaque cans, it’s a great choice for this category.
Golden Rays:
For warmer yellows that are stable under light exposure, Beta Carotene is a great, cost-effective option.
Citrus Orange:
Paprika is a bold orange colour that has a reputation for off-notes, but Sensient’s purification technologies enable its use in beverage applications without impacting the flavour profile!
Blood Orange
For hot tropical shades, Beta Carotene can also be a strong option, presenting multiple shades from deep orange to a scarlet blood orange hue.
Just Peachy:
If your flavour is even “pinker” in the orange range, there are Beta Carotene solutions that hit peach, coral, and even pink shades!
Red Alert:
One of the most cost-effective anthocyanins in beverage applications, Black Carrot adds classic red hues to the rainbow.
Dragonfruit Pink:
Cochineal offers beverage developers a bright, almost neon pink solution. However, other pink solutions like purple sweet potato or black carrot at lower concentrations might be necessary if a plant-based label is important.
Black Cherry Maroon:
Sensient’s agronomy team is constantly working to add cost-effective options like additional varietals of Black Carrot to our portfolio, including new shade options within the same botanical family.
Purple Power:
The only US FDA-approved blue or purple compatible with high-water applications like energy drinks, Butterfly Pea Flower Extract adds rich purples to the rainbow at low pHs. In Brazil, this natural anthocyanin color has a purple to bluish hue, depending on the pH.
Rich Brown:
For caramel-free, cost-effective browns, Natural Brown from Apple Extract is single-component solution for shades from light brown to deep chocolates.
If your brand is seeking a more unique hue, Sensient experts in beverage applications love working on exclusive custom projects.
Ready to get started? Schedule a consultation today.
