# Mature Male-Targeted Energy Drinks The Monster Hydro Sports Energy Drinks Target Mature Consumers By Michael Hemsworth | Published 2017-05-13 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/sports-energy-drinks References: [foodbev](http://www.foodbev.com/news/coca-cola-eyeing-new-shoppers-with-non-carbonated-monster-line/) The new [Monster Hydro](https://www.trendhunter.com/trends/new-monster-energy-drinks) sports energy drinks are the latest announcement from the Coca-Cola company that comes as a literal and figurative refreshment to the brand's lineup of functional beverages. The Monster Hydro drinks are a non-carbonated option that is positioned as something of an energy drink that will also help to offer hydration in a bid to attract more mature male consumers. The new Monster Hydro line of beverages is being supported by a strong campaign completely with digital advertising and sampling events to draw in males aged 25 to 45. This comes as a response to consumers looking for a beverage that suits their lifestyle more than the very youthful options like the original Monster energy drinks. The Monster Hydro sports energy drinks are set to be available in three flavors including Mean Green, [Tropical Thunder](https://www.trendhunter.com/trends/energy-drink-flavors) and [Manic Melon](https://www.trendhunter.com/trends/monkey-bars). ## Trend Insights (Trend Hunter) - Score: 5.0/10 - Popularity: 72% | Activity: 70% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Food](https://www.trendhunter.com/food) ## Key Themes ### Key Themes Behind This Trend - **Mature Male Energy Drinks:** As more brands cater to the older market, there is an opportunity to develop flavors and marketing campaigns that appeal to specific age demographics. - **Functional Beverages:** Consumers are increasingly seeking beverages that offer more than just taste, presenting an opportunity for energy drink companies to expand into other functional categories. - **Hydrating Energy Drinks:** With many consumers seeking healthier options, a trend towards energy drinks that offer hydration as well could provide a disruptive innovation opportunity for energy drink companies. ### Where This Applies - **Beverage Industry:** As the demand for functional and targeted beverages grows, there is a significant opportunity for innovation in the beverage industry, including the development of new flavors, formulations, and marketing strategies. - **Sports Industry:** The introduction of sports-focused energy drinks creates opportunities for partnerships and collaborations with athletes and sports organizations, as well as for the development of energy drinks that cater specifically to athletes and sports enthusiasts. - **Health and Wellness Industry:** The trend towards functional and healthier beverages presents opportunities for energy drink companies to expand into the health and wellness industry with new formulations and product lines that appeal to health-conscious consumers. ## Related on Trend Hunter - [Juicy Full-Flavor Energy Drinks](https://www.trendhunter.com/trends/new-monster-energy-drinks.md) - [Adult-Targeted Energy Drinks](https://www.trendhunter.com/trends/mocean-energy-drinks.md) - [Sugar-Free Fruity Energy Drinks](https://www.trendhunter.com/trends/monster-ultra-watermelon.md) - [Adult-Targeted Energy Drinks](https://www.trendhunter.com/trends/lucozade-alert-original.md) - [Energy Drink-Inspired Coolers](https://www.trendhunter.com/trends/monster-energy-4.md) - [Replenishing Energy Drinks](https://www.trendhunter.com/trends/rehab-monster-green-tea.md) - [Balanced Tartness Energy Drinks](https://www.trendhunter.com/trends/monster-ultra-strawberry-dreams.md) - [Carbonated Nootropic Energy Drinks](https://www.trendhunter.com/trends/hyde-energy-drink.md) - [Cider-Inspired Energy Drinks](https://www.trendhunter.com/trends/monster-juiced-bad-apple.md)