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

Coca-Cola reveals its new paper bottle prototype

Coca-Cola reveals its new paper bottle prototype

11 Nov 2020

Atlanta-based beverage company Coca-Cola announced that it is testing a paper bottle prototype this month for both still and carbonated beverages. While this prototype will be tested in limited markets, Coca-Cola said that it is “too early” to specific...

Read more 
Cocoa fruit juice: The next big beverage ingredient?

Cocoa fruit juice: The next big beverage ingredient?

9 Nov 2020

Cocoa fruit juice has a refreshingly sweet and sour flavour with tropical notes of lychee and peach, making it ideal for premium-positioned drinks, says Ghanaian-Swiss supplier Koa.

Read more 
UK’s Ceder’s gin is debuting in the U.S.

UK’s Ceder’s gin is debuting in the U.S.

5 Nov 2020

Ceder’s non-alcoholic gin debuted in the U.S. this past October, launching in retail and on-premise locations in Connecticut, Delaware, Maryland, Virginia and Washington D.C as well as online.

Read more 
Coca-Cola to discontinue production of Tab soda

Coca-Cola to discontinue production of Tab soda

3 Nov 2020

As the soda giant Coca-Cola looks to slim down its portfolio and focus on profitable brands, Tab soda has become the latest legacy brand to be put on the chopping block.

Read more 
Drizly forecasts Chardonnay to continue driving off-premise wine sales

Drizly forecasts Chardonnay to continue driving off-premise wine sales

2 Nov 2020

The alcohol delivery platform Drizly released its 2021 forecast and highlighted Chardonnay as a wine varietal that retailers should embrace rather than relegate to the back of the SKU priority list in favor of more niche varietals. On Drizly’s platform...

Read more 
Olivia Culpo enters ready-to-drink cocktail space with VIDE Beverages

Olivia Culpo enters ready-to-drink cocktail space with VIDE Beverages

29 Oct 2020

Ready-to-drink cocktails have garnered enormous popularity in the last few years with companies releasing a stream of options for consumers looking for a convenient alternative to a craft cocktail. VIDE is the latest entrant into the crowded space and ...

Read more 
Heineken and Arizona Beverages partner to release hard seltzer

Heineken and Arizona Beverages partner to release hard seltzer

28 Oct 2020

Beer giant Heineken and iced tea maker Arizona Beverages are teaming up to release a hard seltzer beverage called SunRise Hard Seltzer, which the companies said will be available in the first quarter of 2021.

Read more 
PepsiCo brings Bubly flavor drops to its SodaStream machines

PepsiCo brings Bubly flavor drops to its SodaStream machines

20 Oct 2020

PepsiCo is combining two of its sparkling water brands with the introduction of Bubly Drops for its SodaStream platform. The drops will be available in six flavors – Grapefruitbubly, Blackberrybubly, Limebubly, Strawberrybubly, Mangobubly and Cherrybub...

Read more 
AB Inbev completes its acquisition of the Craft Brew Alliance

AB Inbev completes its acquisition of the Craft Brew Alliance

16 Oct 2020

The merger of AB InBev and the Craft Brew Alliance (CBA) is now finalized following the divestiture of brewery operations in Hawaii. In September the U.S. Department of Justice approved the companies’ decision to sell CBA's Kona Brewing operations in H...

Read more 
Plant-based dairy is now available in toddler formulas

Plant-based dairy is now available in toddler formulas

30 Sep 2020

Israeli-based Else Nutrition released its first plant-based toddler nutrition formula on Amazon at the end of September. However, the company is already conducting clinical trials to bring a vegan infant formula that replicates the nutritional properti...

Read more