“Alertness” and “Relaxation” Drinks Eclipse $500 million

In fewer than five years, the alertness and relaxation drinks market-a subset of the energy drinks category-has risen to $521 million, according to a new report from Zenith International.

The United States has become the market leader, with countries such as Canada, Germany, the United Kingdom, and Japan also key areas of opportunity. Zenith says the concept of alertness and relaxation drinks started in Japan in 2005, when GABA (gamma aminobutyric acid) beverages began appearing on the market. “This market has now matured, but it influenced an explosion of innovation in the United States,” says Zenith. The market in Europe is still emerging, “but is hampered by a changing regulatory environment and the full impact of imminent legislation is yet to be seen.”

The most popular active ingredients in these beverages have included vitamins, minerals, or plant-based ingredients; amino acids such as L-theanine; or homones such as melatonin. Most drinks contain a blend of active ingredients.

“Alertness and relaxation drinks serve a different consumer need to energy drinks,” says Zenith market analyst Cecilia Martinez. “They allows stressed consumers to purchase products over the counter that can help them unwind and focus better or sleep better.”