But as consumers increasingly seek out recognisable ingredients that come from natural sources, there is an untapped opportunity for sports nutrition brands to position products for customers seeking a clean-label energy boost, it suggests.
Meanwhile, differences between American and European markets add further complication; companies should take into account regional variations when considering how best to appeal to their target consumer group.
Concerns around sugar reduction driving consumer decision-making
Sugar reduction continues to be in the spotlight, as regions around the world grapple with rising rates of diseases like obesity and diabetes. With many governments implementing measures that seek to cut citizens’ sugar intake, consumer concern is high on both sides of the Atlantic.
“These concerns about sugar intake clearly impact consumer decision-making around energy and sports drinks, as the sector is associated with sugary recipes,” said Mikolaj Kaczorowski, innovation analyst at Mintel.
Almost one-third (32%) of energy drink consumers in France say they have drunk a sugar-free energy drink in the past three months, while one-third (33%) of US adults who have decreased energy drink consumption say they are doing so because of concerns around sugar content, Mintel figures show.
The trend has driven European energy drink brands to rethink their sweet spot: Mintel reports that sugars in energy drinks in a liquid format have fallen from an average of 6.5 g per 100 ml/g in 2019-20 to just over 5 g in the year to May 2024.
Sugar reduction claims hit record high in Europe, but decline in North America
In Europe, sugar reduction claims continue to dominate the energy drink category, says Mintel, with “sugar-free” claims hitting a record high this year. They accounted for 36% of new product launches in the year to May, while the “no added sugar” claim lags far behind, at 2%.
Conversely, in North America, “sugar-free” claims in sports and energy drink launches have fallen from a peak of 64% in 2022-23 to 46% in the year to May. As in the EU, the “sugar-free” claim remains far in the lead, with “no added sugar” and “low/reduced sugar” claims significantly more niche, at 7% and 1% respectively.
However, not all sugars are created equal, warned Kaczorowski, with consumers expressing scepticism over artificial sweeteners.
“Although launches of sugar-free energy drinks and, to a lesser extent, sports drinks are firmly established in North America, consumers have negative health and taste perceptions of the artificial sweeteners frequently used to sweeten these drinks,” he explained.
“This is especially relevant in this region as almost three-quarters of sugar-free sports and energy drink launches in North America in the last 12 months use an artificial sweetener.”
More than nine in ten (93%) energy drinks launched in Europe over the past 12 months with a “sugar-free” claim featured an artificial non-nutritive sweetener; just over one in ten (11%) featured a natural non-nutritive sweetener, Mintel data shows.
Naturalness claims decline across Europe and North America
Naturalness is another important consideration for sports drinks brands – and one that plays out differently depending on region.
After peaking in 2021-22, “natural” claims in sports and energy drink launches have dropped in North America – most notably, “no additives/preservatives” and “organic” claims, which have been steadily declining in recent years.
They are also falling in Europe: the “organic” claim dropped eight percentage points since last year, while “no additives/preservatives” fell three, says Mintel.
This is despite a demonstrable consumer appetite for natural sports drinks. While most consumers choose such products for their functional properties, such as enhancing performance or boosting energy, they are also increasingly scrutinising product labels and looking for recipes that feature recognisable ingredients.
More than half (55%) of adults in Poland, for example, say that energy drinks with plant-derived ingredients are more appealing than those with artificial ones, according to Mintel.
Similarly, in North America, consumers are increasingly seeking out products that project a less processed image. More than one in four (26%) US consumers say they have consumed a natural energy drink in the past three months, while almost nine in ten (88%) US energy drink consumers say they would be interested in trying one, Mintel figures show.