Protecting Energy Reserves

by Lisa Schofield | April 1, 2023

Freneticism rules—but consumers are seeking an energy based on calm and health—not jitters. Here’s another take on the energy market.

Energy—it makes things run and go. Without it, lifelessness, stillness occur. Today, it seems, most consumers crave more energy to successfully complete their busy days. The energy supplement/beverage market is much different in 2023 than it was even five years ago.

“I would say the term ‘energy’ has changed its traditional meaning in the past three years, opined Sevanti Mehta, president, Unibar Corporation, Texas. Prior to the pandemic, people associated “energy products” with accelerating physical energy; however, he said, now that mental well-being is increasingly openly discussed, mindsets have shifted to having a better understanding of a holistic approach to energy.

The Nutrition Business Journal reported that the sales of energy support supplements on Amazon increased by 195 percent for the week of May 2, 2021, compared to the previous year, and weekly sales growth since the beginning of 2021 registered as high as 202 percent.

According to a September 2022 report from Acumen Research and Consulting, the global energy drinks market has a projected CAGR growth rate of 8.1 percent through 2030, due to consumers’ increasing focus on wellness, endurance and alertness. Data from Future Market Insights estimates the value is $68 billion, which is projected to grow to $98.8 billion in 2032. Mintel reports show the interest in energy claims increased between 2019 and 2020 by 6 percent.

“Performance-based energy drinks are increasing in popularity, not only for those who consume them before exercise, but also for emerging ‘performance-based energy’ markets seeking focus benefits, according to Mintel Sports & Performance Drinks, US, March 2020),” cited Mona Rosene, MS, RD; global director, scientific affairs, ChromaDex (Los Angeles, CA). “Consumers are looking for products to get them through the day without the caffeine crash,” she added.

Annie Eng, CEO, HP Ingredients, Florida, sees the morphing of the energy supplement and beverage category from one that provided hyper-acceleration to one that is providing a more manageable and sustained energy. “Those who work out and are health-conscious realize that sustained energy provides them with more effective workouts and training. Ingredients that can provide this type of energy will be much more desirable to consumers over the jittery-hyper energy often provided by high-caffeine energy beverages,” she asserted.

Energy beverages remain a go-to product for millions of consumers, and, according to Sara Zoet, assistant director, global communications, New Jersey-based OmniActive, One of the critical points in the energy drink market’s evolution which is fueling current growth has been the mainstream adoption of drinking your energy.

“The popularity of shots and energy drinks is evident with their placement in the traditional beverage aisle, refrigerated drink section and point-of-purchase area of grocery and convenient stores.”

Currently, she observed, the industry is also at another important evolutionary point in the energy market’s growth journey. Sports nutrition and energy supplements have long been placed in the same category, as energy is a requirement for sports and fitness endeavors. However, she pointed out, mental energy and its effects on cognitive performance has become a growing area of interest among consumers in the past few years. “The desire for caffeine alternatives and nootropic benefits to better support students, working professionals, athletes and gamers will continue to expand energy’s footprint and fuel growth thought next generation ingredients,” she commented.

Larry Kolb, president, TSI Group, Missoula MT agreed, noting that holistic energy products that increase mental focus are on the rise.

Vishal Shah, whole-time director, Nutriventia, India, sees the energy market is shifting from simply enhancing physical energy to a combination including achieving a calm focus. One of the primary reasons more consumers don’t want to rely on regular coffee for energy is the uncomfortable caffeine crash, which creates a caffeine dependency to stave off that crash.

Consumers are moving towards natural, long-lasting, sustained energy that is more relaxed and helps them focus instead of quick energy bursts that make them return to get another dose. “The key word here is focus,” Shah underscored. “In a world full of distractions, consumers are looking for energy sources that will help them stay attentive for long hours and increase overall productivity without paying the price of a crash and an increased heart rate. For consumers who are gamers or have regular day jobs (which is most of them), a clean, sustained source of energy and focus is the perfect solution to improve performance.”

Shah pointed to three new dynamics germinating the change in energy product needs.

1. Busy schedules, changing lifestyles: Jobs are increasingly more demand as the old 9 to 5 becomes vestigial. Everyone is pushed to perform, Shah said, which means they need to put in more effort, requiring sustained mental and physical energy as well as increased focus.

2. Changing consumer needs: With remote jobs becoming a norm as a result of the pandemic, the lifestyles of many consumers have changed drastically. Remote workers need to juggle everything at home and work simultaneously, which can get exhausting. “Such a target group wants to be less frazzled by exhaustive daily schedules and wants something that will help them stay focused and productive for long periods,” he observed.

3. Increasing physical strength and ability: Gym goers today are looking to build muscle and burn fat and to do so they want to lift heavy weights and get in those extra reps. Energy supplements like pre-workouts provide the desired energy to complete those intense and tiring workouts.

Energy drinks that deliver high amounts of caffeine often augmented by other stimulating herbs like guarana are now known to be harmful if consumed regularly. But as Zoet said earlier, drinking your energy is preferred so the challenge is to formulate beverages that provide energy but without the zoom-zooms. “Some studies have shown that chronic consumption of energy drinks may negatively impact the body’s cardiovascular system and metabolism, including heart rhythm, blood pressure, increased risk of type 2 diabetes, weight gain and more,” confirmed Mehta. “I think the stigma can be altered to an extent, but it will take much effort from the finished product companies to begin incorporating healthier ingredients.”

Authors of a 2017 review in Frontiers in Public Health, assert, “the majority of studies show an association with negative health effects. These include increased stress, aggressive behaviors like fighting, alcohol/cigarette abuse, increased blood pressure, increased risk of obesity and type 2 diabetes, poor sleep quality and stomach irritation.”

According to Rosene, energy drinks are frequently confused with sports drinks, but they are entirely different. Energy drinks are marketed to increase alertness and energy by formulating with a significant amount of caffeine and as much sugar as soda. The typical dose of caffeine for energy drinks is about 200 mg, the same amount in two cups of brewed coffee. Furthermore, an energy drink formula contains B vitamins and herbs such as ginseng and guarana.

Physical, Mental or Both?

Consumers can be taught to seek out products that provide both mental and physical energy—there are ingredients that show both benefits, as, according to Mehta, mental and physical energy are intertwined. “When you are physical, your mental energy improves, and when you are in a proper mindset, you are more likely to be physically active,” he said.

“To put it simply, you may have the physical energy to build a house, but mental energy is what is needed to draw up the blueprints,” explained Zoet. The energy category is growing due to increasing demand for cognitive performance and active nutrition. While caffeine isn’t going away, consumers are becoming more interested in alternatives to caffeine that provide the same nootropic effects they can feel and are backed by science without any of the unpleasant side effects.

Kolb explained, “Mental energy addresses the mood state where you feel productive, motivated and prepared to get things done, whereas physical energy is more performance related. When you lack mental energy, you do not feel capable of much at all, although you are not physically tired. You feel less focused, motivated and creative.”

Shah recommended several questions to explore prior to formulating energy products for mental and/or physical boosts. Is it for the consumer who is seeking a quick burst of energy? Is it for those who want sustained focus and all-day energy?

Ingredient Considerations

Sempera Organics, California, recently introduced two of its CORE blends that are “ideal” for energy product formulation, explained Founder and CEO Nirmal Nair.

Clarity Core is Sempera’s nootropic featuring Lion’s Mane Hericium erinaceus, Cordyceps Cordyceps militaris, and Turkey Tail Trametes versicolor to promote sustained mental performance, clarity and focus, as well as to support healthy function of the brain and nervous system. Clarity CORE blends neuroprotective and pro-cognitive erinacines and hericinones from lion’s mane with the performance-enhancing cordycepin and adenosine from Cordyceps militaris and the antioxidant components of turkey tail to provide a broad brain/mental energy formulation.

OmniActive’s enXtra is a caffeine-free ingredient derived from Alpinia galanga (Thai ginger) that helps improve mental/cognitive energy. Clinical studies have demonstrated that 300 mg of enXtra can help support mental performance. The nootropic benefits of enXtra have been shown to work quickly, with attention improvements occurring within the first 30 minutes, and up to five hours of sustained energy and mental alertness with no interference in the sleep cycle or jittery side effects.

Sempera’s Performance Core—a blend of Cordyceps (Cordyceps militaris), almond mushroom (Agaricus subrufescens), and lion’s mane (Hericium erinaceus)—promotes endurance, supports mental/cognitive energy, protects against oxidative stress and supports recovery.

Unibar’s CapZfuel is derived from Capsicum annuum and has demonstrated ability to burn existing body fat through a process called non-exercise activity thermogenesis (NEAT) for enhanced energy, reduced fatigue and improved performance, according to Mehta. “Using fat as fuel, CapZfuel also allows for extended exercise duration by enhancing overall endurance for even better results.”

Another new way of providing energy comes from Avela natural (R)-1,3 butanediol, from California-based Geno, which elevates beta-hydroxybutyrate (BHB) ketone levels, the primary energy source made in the body during ketosis, according to Damien Perriman, senior vice president of specialty products. This claim is supported by a 2022 pilot study of 12 participants showing that Avela supplementation increased BHB ketones in the body.

Unibar’s UniP3 pea protein ingredient, said Mehta, “is geared toward the long game of energy rather than the quick boost and is also a valuable option for vegetarians and vegans as it contains all nine essential amino acids and BCAAs.”

Body or life energy—meaning, the kind of energy needed and felt for daily life—can flag, and can be supported through supplementation. Rosene explained, “The mechanism for energy produced by the body after eating uses forms of B3 vitamins, which are needed to produce NAD (nicotinamide adenine dinucleotide), which is crucial for energy production in cells to fuel the body’s functions. It is distinct from other perceptions of energy, such as the stimulant effect commonly associated with the caffeine. NAD’s effect on energy works through a longer mechanism that produces adenosine triphosphate (ATP). Without NAD+, cells die.”

Further, people lose up to 65 percent of their NAD+ between age 30 and 70. NAD+ precursors are building blocks for cells to create NAD+. ChromaDex’ Niagen/nicotinamide riboside (NR) is an NAD+ precursor that binds to enzymes within cells to help drive the processes used to create energy and carry out repair, she explained.

Rosene elaborated, “NR can easily pass through cell membranes, making it one of the most efficient NAD+ precursor supplements available. Inside your cells, NR is used to produce NAD+, which will be used to produce cellular energy and to aid in the process of cellular repair. With daily use, Tru Niagen will slowly start to increase the amount of available NAD+ in your body to help your 37.2 trillion cells thrive.”

TSI’s PEAK ATP is a clinically validated and patented form of adenosine 5’-triphosphate (ATP) disodium that’s identical in structure to the ATP produced and used by the human body, according to Kolb. PEAK ATP provides functional energy and potentiates the role of ATP in the body, particularly in combination with exercise—allowing consumers to do more with less fatigue.

“The demand for ATP is increased up to 1,000-fold during exercise, and ATP turnover can limit high-intensity performance,” Kolb noted. “But not all ATP is used to power cellular processes. It’s also an important signaling molecule, particularly for nerves, muscles and blood vessels.”

In clinical studies, he added, PEAK ATP has been shown to stimulate greater ATP production, increase ATP signaling and prevent declines in ATP pools during times of increased energy needs. “By providing a source of functional energy, PEAK ATP enables athletes to do more and enhance the adaptive response to training,” he said.

“Energy that is healthy can be considered as ‘endurance,’” stated Eng. “Our LJ100 Tongkat Ali has been researched in humans to show how it works to generate endurance.” In the study, 30 men took part in a 24-hour mountain biking event and consumed either 100 mg LJ100 or placebo and supplied eight saliva samples for measurement of cortisol and testosterone. Findings were that cortisol levels were 32.3 percent lower and testosterone levels were 16.4 percent higher in the LJ100 group over placebo. Eng commented, “When cortisol is low and testosterone is higher, endurance is extended.”

The Good Caffeine

Yes, there is indeed a good side to caffeine for energy. “Conventional caffeine ingredients are rapidly absorbed from the gut, providing a surge of energy commensurate with its plasma levels,” said Shah. “However, as caffeine in plasma is quickly metabolized and eliminated, consumers need another boost, that is, more coffee.”

Nutriventia’s technology platform stretches the action of natural caffeine, compared to a spike, caffeine from CaffXtend spends more time in the plasma, providing extended action time. As a result, stated Shah, the consumer doesn’t need a second or a third dose, eliminating the chances of a caffeine crash. Further, the consumer experiences enhanced focus and energy throughout the day without the adverse side effects following repeated consumption of conventional caffeine-containing foods and supplements—all in a single daily dose.

Nutriventia conducted a study to compare the pharmacokinetic profile (plasma levels following oral consumption) of CaffXtend to immediate-release caffeine and evaluated the comparative effects on motivation, anxiety, concentration, attention and perceived fatigue. Results from the study showed that CaffXtend provides 12 hours of caffeine support with a single dose, helps improve overall mood levels, and showed significantly better results than immediate-release caffeine in jitters, tiredness, alertness and overall mood, Shah reported.

In a double-blind, randomized, single-dose, two-treatment, two-sequence crossover pharmacokinetics (PK) study comparing OmniActive’s Xtenergy to immediate-release caffeine, Xtenergy showed superior results, according to Zoet. This ingredient was found to extend nootropic benefits over several hours as the effects of immediate-release caffeine began to decline, as well as supported better mood for up to eight hours, and mental energy without the edginess. “The nootropic effect of caffeine is undeniable; from alertness to improved mood to cognitive function, its benefits are manifold. Yet, while we enjoy the pick-me-up that caffeine offers, many experience a drop in alertness and focus a few hours later—often referred to as the “crash.”

Healthy energy is the one commonality that all people share. And as consumers move away from hyper-jittery energy to a more controlled sustained vitality, new friendlier caffeine ingredients and innovative ingredients that create other de novo sources of feel-good energy will endure. NIE