Trend alert: evolving the energy drinks market
The Brenntag Food & Nutrition EMEA beverage team has taken industry mega-trends and applied them in an energy drinks context with exciting results. Think plant-based, natural, energizing, vitamin-enriched concepts with the ability to sharpen mental and physical performance.
Whether or not they give you wings, energy drinks are flying. As they have transitioned from niche to mainstream, sales have soared. According to data from Innova Market Insights, they have outperformed soft drinks for the last five years in terms of both sales and NPD growth. And this trajectory is set to continue, with value sales on track to hit €7.5 billion in Europe by 2022.
Solving formulation challenges
Developing these concepts was not without its challenges, mainly around the solubility and taste profile of the plant extracts. “Most plant extracts are not easily soluble and have a bitter aftertaste. Our aim was to create a neutral tasting base that would be very easy to work with, so we had to find solutions to overcome these issues,” recalls Thomas. Thankfully, one of Brenntag F&N’s strengths lies in its global supplier network. Rather than being restricted to one or two ingredient suppliers, the team can test and taste a number of different extracts to find the optimum solution.
Curious to learn more about our concepts?
If one of the concepts sounds just about right for you, get in touch with our team of beverage experts at Brenntag Food & Nutrition in EMEA to learn more about the possibilities for creative and tailor-made solutions just for you.