News

Plant-based energy shots experience buzz in the market

16 Nov 2020

Plant-based options are making inroads into a variety of categories within the food and beverage market. Go Big and Proper Wild are two new entrants into the space that are taking aim at a small category that has yet to experience significant innovation from plant-based producers: energy shots.

Both brands launched during the same period that the pandemic was unfurling, which resulted in both brands opting for a direct-to-consumer sales platform to roll out their products to consumers in the United States. As part of their launch, both companies focused primarily on their plant-based attributes of the energy shot brands and the better-for-you halo that these characteristics impart in order to appeal to consumers that have increasingly searched for functional products that can contribute to their overall well-being.

Plant-based energy shots experience buzz in the market
Image Courtesy of Proper Wild

Go Big offers its plant-based shots in three flavors – Blood Orange Ginger, Blueberry Açaì and Raspberry Pomegranate – that are energized with 200 mg of caffeine and guarana, a Brazilian nootropic plant native to the Amazon basin. Proper Wild similarly has three flavors – blackberry, peach mango and ginger – but instead of an Amazonian nootropic, the brand opts for green tea-based caffeine and L-Theanine to boost its beverage.

By lowering the sugar profile and focusing on energy sources that are plant-based, both brands have appealed to consumers and have grown successfully through their DTC approach. Go Big said, “Fifty percent of customers made a second purchase within a month of the initial purchase,” and Proper Wild said its sales have grown 700% since March.

Although it is clear that there is a demand for these plant-based energy shots, these two newcomers are not the only competitors on the scene. Energy beverages are a big and growing segment. Mintel data showed that sales of energy drinks and energy shots grew by nearly 30% from 2013 to 2018, and total sales in the U.S. market are expected to reach $16.9 billion by 2022, according to data from Market Research Hub.

As a result of this growth, beverage giants like PepsiCo, with its recent purchase of Rockstar Energy and Amazon, that released a private-label energy drink brand called Solimo last year, have edged into the space looking for growth to boost their bottom lines. There is also a plethora of smaller, startup brands that are competing for consumers looking to be energized.

However, energy shots are only a portion of this multi-billion dollar energy drink category. For the 52 weeks ending in May 2020, energy shots generated $978 million in the United States, according to Statista data, but the category has experienced a downward trend in recent years. In addition to only representing a small portion of overall energy drink sales, the shots category is dominated by one brand: 5-Hour Energy. Statista data show 5-Hour Energy accounted for the lion’s share of sales with $867.67 sold between May 2019 and May 2020.

Not to be daunted, both Go Big and Proper Wild called out the leading energy shot brand as their primary focus for targeting consumers and building their own market share. Though energy shots remain less popular than other energized beverages, with plant-based products continuing to gain popularity, there is a good chance that consumers will give these brands a second look when they appear on store shelves.

Related news

UK High Court allows Oatly to use 'milk' on packaging

UK High Court allows Oatly to use 'milk' on packaging

17 Jan 2024

Oatly has scored a landmark victory in the use of the word milk after the UK High Court ruled against the country’s dairy industry and permitted the term to be used on packaging.

Read more 
Chobani expands drink presence with La Colombe acquisition

Chobani expands drink presence with La Colombe acquisition

16 Jan 2024

Greek yoghurt giant Chobani has purchased US coffee brand La Colombe Coffee Roasters for $900 million, furthering its expansion into beverage categories like coffee, oat milk, creamer and ready-to-drink offerings.

Read more 
PepsiCo to reshape convenient foods portfolio with less sodium and more plant proteins

PepsiCo to reshape convenient foods portfolio with less sodium and more plant proteins

10 Jan 2024

PepsiCo has revealed details of two nutrition goals that look to reduce sodium and boost consumption of legumes, whole grains, and plant-based proteins as part of the multinational’s expanded convenient foods portfolio.

Read more 
Meet the innovative ingredients showcased at Fi Europe’s New Product Zone

Meet the innovative ingredients showcased at Fi Europe’s New Product Zone

3 Jan 2024

The Food Ingredients category at Fi Europe’s New Product Zone featured 19 distinct and innovative products. From fermented delights to sustainable proteins, these ingredients are ready to make their mark in the market.

Read more 
Fi Europe’s New Product Zone elevates the nutrition of everyday indulgences

Fi Europe’s New Product Zone elevates the nutrition of everyday indulgences

22 Dec 2023

At Fi Europe 2023's New Product Zone, eight health ingredients, each offering an enhanced nutritional profile of various products, were on display. These ingredients address the evolving needs of the food and beverage industry and cater to consumers se...

Read more 
MyAir plans to expand personalised adaptogen products to UK

MyAir plans to expand personalised adaptogen products to UK

15 Dec 2023

After launches in Japan and the US, B2B personalised nutrition company MyAir is eyeing the UK market with its white-label functional food and drink products. “Taste is a must – but it's not enough,” says its CEO. “Food has become functional and persona...

Read more 
Augmented technology is the gateway to new food experiences

Augmented technology is the gateway to new food experiences

13 Dec 2023

Harnessing augmented reality as a digital tool could offer consumers increasingly personalised food and beverage experiences, opening up new ways to see and taste products, according to a report by Canvas8 and Givaudan.

Read more 
Colombia introduces tax on ultra-processed foods

Colombia introduces tax on ultra-processed foods

7 Dec 2023

In a bid to curb rates of obesity and other non-communicable disease, the Colombian government has introduced a tax on various ultra-processed food (UPF) and drink products.

Read more 
Snack trends, ingredient claims, and plant-based perceptions: Highlights from Fi Europe 2023, part 1

Snack trends, ingredient claims, and plant-based perceptions: Highlights from Fi Europe 2023, part 1

7 Dec 2023

Value-led snacking, sustainability storytelling, and the importance of having a ‘star ingredient’: we asked consumer analysts and market experts at Fi Europe about the trends and innovations that are shaping the food industry.

Read more 
Consumers want more plant-based meat without GM ingredients

Consumers want more plant-based meat without GM ingredients

28 Nov 2023

Plant-based meat has been a hot and popular category for several years, but not all North American shoppers are embracing vegetarian alternatives that contain genetically modified (GM) ingredients, according to the Non-GMO Project.

Read more