September 10, 2025 – The marketplace for energy drinks in the US is booming. Its structure has become more complex and smaller brands are entering the market with new ingredients and benefits. brands offer a growing range of value-added ingredients and benefits. Sugar and caffeine have been key ingredients in the US market for energy drinks, led by Monster and Red Bull, and there’s a move toward natural caffeine sources such as green tea and green coffee. In sugar-free, Monster and Red Bull offer options, as do newer entrants such as Ghost, Nutrabolt, Celsius, and ZOA. Young men, the key users of energy drinks, are being joined by women and older Millennials, and this is inviting innovation from new competitors. Benefits today go beyond energy to include hydration, brain and gut health, mood support, and muscle support.
Energy is a Key Driver for Energy Drinks
When asked in consumer trends research about their top physical and mental health concerns, US adults name lack of energy as a key worry. Lack of energy is even more concerning among the younger Generation Z and Millennial generations. That is why consumer trends research by Innova Market Insights shows that these younger Gen Z and Millennial consumers have solid and ongoing demand for energy drinks. These younger Millennial cohorts are the top buyers of energy drinks today, and Millennials in particular show no signs of slowing their demand for energy drinks. In addition to solid demand, per capita consumption of energy drinks also is going up. Energy drinks trends indicate that this is sparking more competition among more brands in the energy drinks market.
Energy Drinks Expand Targeting for Women
The traditional target for energy drinks in the US has been males 18-34 years of age. Now women are a target too. In the past couple of years, several energy drinks have been launched specifically for women. Women in the US still are not as likely as men to purchase energy drinks so companies have the opportunity to look for product formulations and marketing strategies that appeal specifically to women. Consumer trends research shows that women have many concerns related to energy, including lack of energy, ability to regulate their emotions, anxiety, and appearance and beauty. Energy drinks are in a position to address these concerns.
Energy Drinks for Older and Younger Americans
US adults who are 55 years of age and older are least likely to worry about having too little energy. That is why they also are least likely to be purchasers of energy drinks. Brands have an opportunity to bundle other relevant benefits for older adults, for example, memory support. The concerns and needs of younger adults vary with age. This presents an opportunity to innovate around energy drinks with additional age-related targeted benefits like quick thinking and immunity for older adults, or concentration and sports performance for younger adults, in line with energy drinks trends.
Clean Label Energy in the US
Brands have an opportunity to clean up the ingredients in their energy drinks. Many energy drinks on the market today contain sugar, along with artificial ingredients such as caffeine and non-caloric sweeteners. Consumer trends research shows that consumers are trying to eat more cleanly. This could drive them toward products with natural, plant-based sources of caffeine and vitamins, alternative natural functional energy compounds instead of caffeine, and sweeteners that are natural.
Opportunities for Energy Drinks in the US
Consumers in the US are looking for lasting energy. This is especially true for younger consumers who are Gen Z or Millennials. Generation Z and Millennial consumers have additional concerns that could be bundled into energy drinks, namely, beauty and healthy skin. An energy drink with beauty and skin benefits could be especially appealing to women. US consumers, especially younger generations, want to be in a positive emotional state. And younger consumers are the ones who will support the US energy drink marketplace going forward. So energy drinks that support healthy emotions in younger adults could be appealing. Ingredients to support brain and cognitive function already are in many energy drinks but potential exists for growth. Energy drinks trends show that US consumers are worried about sugar and sweeteners and brands need to adapt to this concern. Americans are likely to become even more worried about sugar as they learn more about its negative health effects. Brands must adapt to the latest concerns about sugar and sweeteners. As Americans become more concerned about the detrimental effects of added sugars in their diet, energy drinks need to continue cut down on the sugar in their products.
What’s Next for Energy Drinks in the US?
Several features hold promise for energy drinks in the US. Consumers will continue looking for energy sources that are clean, including extracts from coffee and tea. Sugar will come under fire. Consumers in the US are likely to look for physical health benefits in addition to energy. These can include skin health or gut health. Since they are concerned about weight management, US consumers may seek energy drinks with reduced or no sugar or calories. The natural sweeteners stevia and monk fruit may help. Energy drinks trends highlight that formulations could target specific times of day such as morning and early afternoon with longer-lasting energy ingredients, being mindful of including shorter-lasting energy drinks to be consumed later in the day so they don’t affect sleep. Innovative ingredients for brain support like citicoline and energy compounds without caffeine could be appealing. US consumers will be looking for emotional support and regulation to lessen stress and anxiety.
This article is based on Innova’s Energy Drinks in the US report. This report is available to purchase or with an Innova Reports subscription. Reach out to find out more