The market for energy and relaxation products is on the rise

Nutritional OutlookNutritional Outlook Vol. 26 No. 3
Volume 26
Issue 3

Natural energy products are continuing to experience growth in the marketplace. And on the opposite end of the spectrum, relaxation and sleep products have experienced tremendous growth in recent years as well.

© Dimensdesign /

© Dimensdesign /

“Have you had your rocket fuel today?” The intake of caffeine—mostly through coffee—is a regular occurrence in most Americans’ lives. But with it comes a host of unpleasant side effects: everything from jitteriness to sleep issues and headaches.

Still, most adults feel they need “a little something” to get ready for their day, think clearly, and focus. That’s where energy products step in. Natural energy products are continuing to experience growth in the marketplace. And on the opposite end of the spectrum, relaxation and sleep products have experienced tremendous growth in recent years as well.

Where Are the Energy and Relaxation Markets Headed?

Transparency Market Research notes that the energy supplements market in the U.S.—valued at $13.8 billion in 2020—is expected to rise at a CAGR of 6% within the decade. Its anticipated value in the U.S. will be approximately $25 billion by 2030.

In contrast to energy building, many Americans post-pandemic are continuing to deal with high levels of stress. Relaxation products may help reduce the negative side effects of this issue. According to Acumen Research and Consulting, the global relaxation beverages market is projected to be worth $1.3 billion by 2030, growing at a CAGR of 15.2% from 2022 to 2030.

Ilana Orlofsky, senior marketing manager at beverage development company Imbibe (Niles, IL), finds it interesting that energy drinks and relaxation products are both gaining attention in the marketplace simultaneously.

“Energy is consistently rated as one of the top benefits consumers seek from products, but to avoid saturation, we expect to see more fragmentation, or more specificity, in terms of the type of energy offered,” Orlofsky adds.

Latest Ingredient Trends in Energy and Relaxation Products

Both energy and relaxation products are of interest to consumers. But what are the latest trends in this area, and which ingredients are individuals most interested in now?

Clean, natural, and sustainable continue to be buzzwords in the energy drink arena,” says Orlofsky. She notes that matcha is holding consumer interest, as are more natural forms of caffeine. “Natural caffeine experienced a shortage throughout the pandemic, and it seemed to bounce back for a bit—but not enough to satisfy consumer demand,” Orlofsky says. Natural caffeine sources, she notes, include guayusa, guarana, ginseng, and green coffee extract.

Another ingredient worth watching currently, though it isn’t yet trending, is yaupon, Orlofsky says. “It’s the only naturally caffeinated plant indigenous to the United States,” she says, “and Whole Foods put it on its 2023 trends list.” Additionally, in January of this year, online searches for energy drinks were also accompanied by consumers looking for sucralose and taurine, explains Orlofsky, both of which are common in energy drinks.

In the relaxation market, ashwagandha continues to be a heavy hitter. Many products will benefit from masking systems, she notes, as some individuals are sensitive to the bitter and hay-like notes that this adaptogen imparts.

“Other ingredients that will strengthen the mood-stabilizing and relaxation messaging include magnesium, L-theanine, GABA, 5-HTP, passionflower, and cannabis—CBD, THC, and other cannabinoids like CBG and CBN,” says Orlofsky.

For brands making mood and relaxation products, she adds, “A big issue for these products is going to be price sensitivity, since there isn’t a clear market leader, compared to energy drink veterans—Red Bull and Monster—who have significant market share and economies of scale,” notes Orlofsky.

What’s Trending Now in These Categories?

“Plant-based or other plant-inspired claims (i.e., “powered by plants,” “plant-powered,” etc.) will also adorn more energy-infused products,” Orlofsky predicts.

Due to several ongoing worries—about finances, war, climate change, the pandemic, and other stressors—Orlofsky says that products purported to “deliver an aura of calm” are needed now.

“Relaxation supplements—gummies, tinctures, and powders—are expected to hit hard and will have some heavy influence behind them,” she predicts. She shares an example: the recent launch of Kourtney Kardashian’s Lemme line with products like Lemme Sleep gummies with melatonin and chamomile. Also see: Kardashian’s Lemme Chill gummies with ashwagandha and passionflower.

Products for energy building and relaxation both have a bright future. And as Americans, and consumers around the world, reach for these products, they are likely to be pleased by the effects gained from each, whether to gain energy or relax more fully.

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