Energy drinks represent a strong growth category across the entire world, and growth recently exceeded the 11% mark globally. Sales increased by 10% in Europe, by 7% in the USA, and 24% in Latin America. The growth potential is still far from reaching f its peak as the demand for energy drinks shows no signs of diminishing.

This sector is exceptionally innovative. Growth drivers include numerous creative new products alongside the “me too” products. As such, manufacturers can not only target classic energy drink consumers, but also gain access to new – and especially older – target groups.

The WILD portfolio of staple ingredients for product innovations includes:

• Energy drinks with purely natural ingredients, such as: natural caffeine won from guarana
• Energy drinks with juice content
• Energy drinks with coffee – for those who don’t like the typical “energy taste”, but don’t want to relinquish the energy kick
• Completely new taste varieties like cranberry, pomegranate or açaí berry
• Mental energy varieties – a different approach in the growth sector