“In the recent past, energy drinks were about packing more ingredients ― mostly stimulants ― into a formulation,” says Steve Fink, vice president of marketing at PLT Health Solutions, Morristown, N.J. “The active/energy ingredient was primarily caffeine and products were differentiated based primarily on flavor and delivery experience.

“As the market matures, consumers are looking for a broader range of energy experiences ― and ones that don’t come with the negative effects of overstimulation,” he continues. “Non-stimulant energy has become increasingly attractive to consumers, particularly when it is plant-based. In the caffeine space, extended and delayed release forms of caffeine are increasingly utilized to reduce the unpleasant effects of instant release caffeine.”