Riding the Energy Drinks Wave
30 Mar 2012 | Wild Flavors GmbH
In Heidelberg, Germany, and I'm here with Tanya Krueger from Wild and Tanya has been telling me quite a bit about the trend in energy drinks and the the new opportunities within the segment.
Can you tell me a little bit about this, Tanya?
First of all, the energy drink market is a very Important market we can see there's a strong growth in Europe as in West and East Europe and also strong global growth and there are there are very many opportunities to get new consumer groups.
In the past, the core consumer group was used to the classical.
Fantasy flavored type and now the market is open for new variants for natural energy drinks, for flavored energy drinks, for juiced energy drinks, and for completely new concepts.
OK, what could some of these concepts be, particularly when it comes to juice?
What are some of the things that we've seen on the market?
With added juice, we see different kinds of juice content ranging from very low juice, maybe 3 or 5%, up to a very high juice content, up to 50 or 80% choose.
OK.
And as an ingredient company, what are you?
Working on at the moment in order to kind of address some of these trends.
We are working on new combinations.
Cho energies and new combinations, but we are going to the next level, let me say, and we are also working on new ingredients which can Let me enhanced the functionality of energy drinks.
And who do you see as kind of this new consumer for for energy drinks because traditionally this was the core category was 16 to 25 year olds who would be kind of on the original Red Bull and so forth, but this, this group has obviously aged and where is, where is the new target group?
OK, the new target group on one side are more and more female consumers and Also older consumers which are attracted from flavored and especially juiced variants, but you can also see we have now the, let me say after Red Bull generation, which means we have also still co-consumer group of energy drinks which are young, trendy, and open-minded, which represent the largest volume of energy drinks and which we can attract with.
Maybe new flavors, very exotic flavors and with new functionality.
Tanya, thank you very much.
Thank you.
