Key Trends in Energy Drinks
14 Nov 2014 | WILD
In Paris, Wild highlighted convincing fruity aromatic products for energy drinks with juice, the so-called “Juiced Energies”, a category that is established on the market and further growing, as well as new taste revolutions such as the Sour Energy range.
This is our Warriors at the Cal in Paris, and I'm here with Janina Heikenwalder from Wilt and Wilder highlighting a number of new concepts here in energy drinks.
Janina, can you tell me a little bit about some of the trends that you see happening in the energy drinks sector and where the opportunities are?
That's right, a very warm welcome from my side.
I'm product manager for energy and sports drink, and I'm very happy to be here and to talk a little bit about energy drinks.
What I have to say, it's a great, it's a great segment.
A lot going on within this segment.
The beverage energy drinks are still on the rise.
If you look at the figures within Europe, Canada predicted for 2014 still a growth of over 5% compared to last year.
A lot of things are going on.
The classical energy drinks, we call it the so-called fantasy flavored ones.
They are still on the rise, but also we see developments and movements within the subsegments, for example, the energy and flavor segment and the energy plus juice segment, but also new variants are possible within the so-called fusion segment.
If you look at the target group, they are young, trendy, open-minded.
They are constantly looking for new.
Variations they want to be cool.
They want to be trendy.
What we have here, for example, we call it a sour energy drink.
The concept behind it is we had a look at what the consumer perceives as sour.
These concepts, they are also known within the food segment.
You also know these little apple rings, and so when you think of them, you have the perception of sour on your tongue, and that's exactly what we wanted to promote within the beverage segment with our concept.
Yeah, it's, it's it's a tongue tingling effect.
And it's a great concept.
What type of flavors may go under sour and what other kind of energy drink flavors do you see happening?
When you think what's sour, what does the consumer perceive of sour, for example, it's a green apple, of course, but also citric flavors, for example, and also there's a sour cherry, and these were the flavors we were looking for.
What about some of the other concepts?
You were mentioning juice and energy, for example.
What trends do you see happening in that regard?
Are there particular examples or things that you see on the move?
Basically everything is possible for juice.
We have a variation with 5% juice.
What's also on the rise and what's also quite trendy is watermelon at the moment.
We also have a nice concept with watermelon from the juice content.
Everything is possible.
You can have 1% juice inside, you can have 10% juice inside.
So basically there's a lot of variation possible.
What's the other concept that you're sharing?
The other concept is also a fusion concept.
It's a mixture between the dark malt, between a dark malt beverage and energy drinks, and the perception was the dark malt is perceived as nourishing.
It's quite a nourishing concept, and we also added a coffee flavor on top, and we thought it's a great fusion between these two concepts.
Also this nourishing effect and also the coffee flavor which is perceived, which gives you energy.
It's a great concept.
Very good, thank you very much.
