“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.

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.