Energy drinks are often targeted towards a younger consumer demographic but are increasing in popularity amongst adults, which is seeing now options like the Lucozade Alert Original being launched. The energy drink is characterized by its non-HFSS (high in fat, sugar or salt) certified recipe that is also low in calories to make it suitable for those looking to boost their energy through the day. The product will be arriving on store shelves starting next month in 500ml standard cans and price-marked cans.
Suntory Beverage & Food GB&I Head of Lucozade Zoe Trimble commented on the new Lucozade Alert Original saying, "Over the past year, consumption patterns have changed, drinking occasions have evolved and we know the importance of converting these insights into action through the launch of new flavours, formats and NPD. We know that 75% of adults reported concerns about tiredness, yet many shoppers still don’t think stimulant drinks are for them. This is why we brought Lucozade Alert to shelves last year; high in caffeine and with Vitamin B3 to help reduce tiredness."
Adult-Targeted Energy Drinks
Lucozade Alert Original is Non-HFSS Certified and Low in Calories
Trend Themes
1. Adult Energy Drinks - Energy drinks having a newfound appreciation amongst adults is leading to the launch of more adult-tailored and low-calorie/healthier options.
2. Non-hfss Certified Drinks - The rise of health-conscious consumers has led to the demand for drinks that are non-HFSS certified, which presents an opportunity for companies to develop drinks that cater to this niche market.
3. Functional Energy Drinks - Adults are looking for energy drinks that provide more functional benefits, such as reducing tiredness, which presents an opportunity for companies to innovate and add new functional ingredients to their energy drink products.
Industry Implications
1. Beverage Industry - The beverage industry must develop new, low-calorie and non-HFSS certified energy drinks that cater to the growing number of health-conscious consumers.
2. Food and Drink Retail Industry - Food and drink retailers must stock a variety of energy drinks that cater to adults, including those that are non-HFSS certified and low in calories.
3. Health and Wellness Industry - The health and wellness industry can benefit from the rise of energy drinks that are non-HFSS certified, low in calories, and offer functional benefits by offering complementary products such as supplements and vitamins.