As consumers lead increasingly busy lives, there has been a massive increase in the demand for edible energy aids. Indeed, a cup of coffee or a mid-day espresso shot is no longer enough to keep some consumers going from morning to night.
To satisfy this insatiable demand for edible energy aids, a number of brands have started incorporating caffeine into products that consumers already enjoy eating on a daily basis. For instance, caffeinated nut butter is now available from companies such as Steem, PROBAR and Yumbutter. Similarly, on-the-go snacks such as granola bars have received an energy boost from brands such as Awake Chocolate.
However, there are many consumers who turn to edible energy because it is quicker to consume and not simply because it is a convenient way to fuel up. For those who are more concerned about efficiency, brands such as GU Energy and Nootrobox have created energy chews that provide a quick burst of caffeine. There are even energizing breath strips that help consumers freshen their breath as they fuel up.
- Gen Z
- Gen Alpha
- Millennial (primary audience)
- Gen X (primary audience)
