# Format Flexing Brands split workout energy into drink shot powder and candy forms. By [Colin Smith](https://www.trendhunter.com/Colin96), Senior Insights Analyst | Published Oct 20, 2026 | Categories: [Lifestyle](https://www.trendhunter.com/pro/category/lifestyle-trends), Personal Care, Beauty and Consumer Health Source: Trend Hunter, https://www.trendhunter.com/protrends/workout-energy-formats ## Key Figures - Trend score: 6.7/10 - Articles in wider cluster: 20 - Weeks scored: 3 - Evidence articles: 6 - Research findings: 4 ## What is the Format Flexing trend? **Format Flexing:** Performance-focused ingredients are increasingly appearing in formats that give consumers more control over ritual, portability, and stimulant level. Drinks, shots, powders, and snack-like options support different routines, while caffeinated and stimulant-free variants enable greater customization. Brands are making functional support easier to fit into everyday habits. ## What's driving the Format Flexing trend? Consumers are seeking greater control over how performance products fit into their routines, with preferences ranging from full beverages to portable, quick-use formats. The growth of stimulant-free options also reflects demand for support that is not always tied to caffeine. Familiar food and drink formats help reduce barriers to trial, making functional products easier to incorporate into busy schedules. Brands are responding to these desires with a wider range of delivery formats and stimulant options, allowing consumers to tailor performance support to different routines, preferences, and moments throughout the day. ## At a Glance - Evidence: 6 featured from 20 articles in the wider cluster over 3 weeks - Articles from: Sep 29 to Oct 6, 2026 - Published: Oct 20, 2026 - Trajectory: Holding · ±0.0 over the final 3 scored weeks - Patterns: [Convergence](https://www.trendhunter.com/pattern/convergence), [Acceleration](https://www.trendhunter.com/pattern/acceleration) - Megatrends: [Hybridization](https://www.trendhunter.com/megatrend/hybridization), [Catalyzation](https://www.trendhunter.com/megatrend/catalyzation) ## Audience - Gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America, Europe, Asia ## Workshop question How could your brand turn one benefit into multiple usage formats for different moments of need? ## How the Format Flexing trend has performed Latest reading 7.2 for the week of Oct 12, 2026. Holding over the final 3 scored weeks (±0.0), at its peak of 7.2. Momentum 4.4/10, persistence 5.0/10, backed by 4 research findings. - Latest reading: 7.2 (week of Oct 12) - Direction: Holding (±0.0 over the final 3 scored weeks) - Peak: 7.2 (at its peak in the final scored week) - First to final scored week: +0.6 (from 6.6 over 3 scored weeks) - Range: 6.6–7.2 (avg 6.8) ### What drives this trend - Momentum: 4.4/10 - Persistence: 5.0/10 - Breadth: 6.4/10 - Acceleration: 6.2/10 - Verification: 9.9/10 ### Trend signals - Popularity: 44% - Activity: 64% - Freshness: 98% ## Examples of the Format Flexing trend - [Creatine Cafe Drinks](https://www.trendhunter.com/trends/spark-protein-serves): Spark Protein Turns Gravitine into Sparkling Sips and Coffee (Category: Lifestyle) Implication: Ingredient-led drinks that combine refreshment with targeted benefits are reshaping how consumers experience nutrition, wellness, and convenience in one purchase. - [Convenient Pre-Workout Drinks](https://www.trendhunter.com/trends/pre-workout-drinks-trend): OCD Nutrition's Headshot RTDs Split Stim, Pump and Energy (Category: Lifestyle) Implication: Ready-to-drink extensions give supplement brands a path to broaden usage occasions beyond powders and reduce friction in pre-training routines. - [Stimulant-Free Pre-Workout Powders](https://www.trendhunter.com/trends/stimulant-free-pre-workout-powders): Sporter Rebalances Sting with More Citrulline & No Caffeine (Category: Lifestyle) Implication: Non-stim pre-workout powders are broadening category expectations by making stimulant avoidance compatible with complete performance support. - [Adaptogenic Energy Drinks](https://www.trendhunter.com/trends/herbal-energy-shots): Heroot's Herbal Tonic Shot Fits Busy Routines (Category: Lifestyle) Implication: Natural energy shots broaden the category beyond caffeine-led drinks by blending convenience with herbal wellness positioning. - [Pocket-Sized Pre-Gym Shots](https://www.trendhunter.com/trends/compact-pre-workout-shots): Weider's Premium Pre-Workout Shot Fits Full Servings in 60ml (Category: Lifestyle) Implication: The shift toward concentrated ready-to-drink supplements expands the category beyond tubs and powders into impulse-friendly retail and on-the-go usage occasions. - [Candy Pre-Workout Powders](https://www.trendhunter.com/trends/candy-pre-workout-powders): TXA and Transparent Supplements Brings Back Final Form in Fruit Tingles (Category: Lifestyle) Implication: Flavor-forward, stimulant-heavy formulas signal new premiumization paths for brands competing on both sensory experience and measurable performance. ### From the wider cluster 20 Trend Hunter articles were grouped into the wider weekly cluster this trend was identified in, over 3 weeks. - [Nostalgic Mocktail Energy Drinks](https://www.trendhunter.com/trends/nostalgic-mocktail-energy-drinks): Celsius Turns Shirley Temple into a Spritz Vibe Flavor - [Mood-Boosting Sparkling Teas](https://www.trendhunter.com/trends/mood-boosting-sparkling-teas): JUNI Brings Its Zero-Sugar Super-5 Tea to Nearly 1,000 Walmart Stores - [Energy Prebiotic Sodas](https://www.trendhunter.com/trends/energy-prebiotic-sodas): PepsiCo Preps Poppi Lift with 70 Milligrams of Caffeine - [Functional Soft Drinks](https://www.trendhunter.com/trends/functional-soft-drinks-trend): M&S Food Adds This.is.gspot Soda Range with Four Functions - [Pocket-Size Energy Concentrates](https://www.trendhunter.com/trends/pocket-size-energy-concentrates): IronMaxx Packs Squee'Nergy into a 65ml Bottle - [Canless Energy Pouches](https://www.trendhunter.com/trends/canless-energy-pouches): Rockstar Turns Its Kick into 100mg Lip Pouches - [Team-Branded Energy Drinks](https://www.trendhunter.com/trends/team-branded-energy-drinks): Monster Preps a Papaya McLaren Racing Drink - [Egg-Based Functional Beverages](https://www.trendhunter.com/trends/egg-protein-drinks): American Egg Board Highlights Student Drinks with Egg Protein - [Pomegranate Energy Drinks](https://www.trendhunter.com/trends/pomegranate-energy-drinks): Gorgie's Sparkling Shirley Splash Adds a Mixed-Drink Twist - [Athletic Pickle Drinks](https://www.trendhunter.com/trends/pickle-brine-drinks): McDonald’s Bottles Its Pickle Brine for Chicago Runners - [Zero-Sugar Energy Drinks](https://www.trendhunter.com/trends/zero-sugar-energy-drinks): Lucozade Adds Sherbet Twist in Multiple Packs - [Portable Energy Pouches](https://www.trendhunter.com/trends/portable-caffeine-pouches): Mojo's Orange Cream Pouches Deliver Nostalgic Caffeine - [Retail-Exclusive Energy Drinks](https://www.trendhunter.com/trends/mango-energy-drinks): EHP Labs Adds A Tropical Mango Flavour To Its Zero-Calorie Range - [Non-Stimulant Energy Gums](https://www.trendhunter.com/trends/revive-gum): Lucy Goods' REVIVE Gum Delivers Energy Without Caffeine ## Research findings that support the Format Flexing trend - **Benefit Beverages:** Drinks are becoming the easiest entry point for health optimization because they ask the least behavioral change from consumers. Instead of rebuilding meals or following strict plans, people can add energy, calm, recovery, or hydration in a familiar grab-and-go format that fits existing routines. (Source: [wholefoodsmarket.com](https://www.wholefoodsmarket.com/trends/the-next-big-things-our-top-10-food-trends-in-2025)) - **Gut Brain Tea:** Consumers are becoming more comfortable with second-order wellness stories when brands translate them into concrete outcomes like better focus or better sleep. Gut health is no longer being sold as an isolated digestive issue; it is being reframed as a foundational pathway to mental performance and emotional balance. That broadens the commercial reach of microbiome language. (Source: [trendhunter.com](https://www.trendhunter.com/trends/free-af-afterglow-infused)) - **Cola Fiber Flip:** Consumers want wellness benefits without having to leave familiar flavor rituals behind. By embedding fiber and immunity cues into cola-adjacent formats, brands eliminate the trade-off between comfort and function. This matters because it moves gut health from specialty behavior into habitual, mass-market consumption. (Source: [pepsico.com](https://www.pepsico.com/newsroom/press-releases/2025/pepsico-launches-first-ever-prebiotic-cola-in-traditional-cola-category)) - **Pleasure-Masked Function:** Consumers want health utility, but many resist products that make wellness feel clinical, restrictive, or joyless. Familiar flavors and candy-coded forms lower psychological friction, helping people adopt functional products without feeling like they are entering a treatment regimen. (Source: [trendhunter.com](https://www.trendhunter.com/trends/ai-scan)) ## Recent trend clusters - [Care Continuity](https://www.trendhunter.com/protrends/hormonal-health-services) (Lifestyle) - [Routine Rotation](https://www.trendhunter.com/protrends/seasonal-coffee-flavors) (Lifestyle) - [Protein Hydration](https://www.trendhunter.com/protrends/protein-hydration) (Lifestyle) - [Counter Rituals](https://www.trendhunter.com/protrends/seasonal-coffee-rituals) (Lifestyle) ## Trending in Lifestyle - [Influencer-Curated Cafe Menus](https://www.trendhunter.com/trends/kit-keenan) - [Mystery Packaging Campaigns](https://www.trendhunter.com/trends/cow-not-laughing) - [Fashionable Frozen Yogurts](https://www.trendhunter.com/trends/aritzias-aok-caf) - [Food-Powered Sonic Branding](https://www.trendhunter.com/trends/food-powered-sonic-branding) All articles: [Lifestyle](https://www.trendhunter.com/lifestyle)