Imbibe will be closed on October 3, 4, 17, 18, 25, and 26. Please expect delays in responses during this time.

Imbibe Shares Insight into Differentiation in the Energy Drink Space

energy drinksThe energy products shelf is increasingly characterized by shared values, personal health, and sustainability.

Energy drinks, as a category, are hot and cool. Hot because the category is ripe for upstarts and newbies, those with a dream to quench their creative and entrepreneurial thirsts. And cool because those startups often enter the market with a plan to help save the planet in the process.

Not that the big guys and those already entrenched in the category are going anywhere soon. As Erin Costello, communications and events associate, Imbibe (Niles, IL), puts it, “While the top runners in this space might not be giving up their thrones just yet, this category has welcomed a number of brands that offer modernized options.” As an example, she mentions Ghost1, whose marketing copy for its energy drinks is as snappy as the drinks themselves. According to Costello’s read from market researcher IRI (Chicago) data, Ghost experienced a 1,505% increase in energy drink sales in the 52 weeks ending April 17, 2022.

Imbibe, no stranger to experience, is coming up on its 60th anniversary next year. With as many specialties—maybe more—as Dr. Addison Montgomery, the super-credentialed, super-fictional surgeon from Grey’s Anatomy, Imbibe wears a lot of hats. And all of them seem to fit well. The beverage innovation leader, drink developer, and more recently ingredient supplier (with its launch last year of Ingredients by Imbibe, a platform that offers the company’s ingredients to external R&D teams) is also a supplier of trends thanks to its Trendspotting blog.2 Says Costello, “As we’re making our way through 2022, rather than seeing a lot of the trends shift, we’re seeing expansion in these areas with new concepts popping into categories like canned cocktails, coffee, carbonated soft drinks, and more.”

Moreover, Costello advises, “We’re noticing this same trend in energy drinks, with plant-based being highlighted as an attribute of energy drinks and this category targeting additional need states like immunity, cognitive support, and added vitamins.”

Access the full article on Nutritional Outlook.

 

Keep Reading:

What’s Driving Beverage Innovation in 2025

What’s driving today’s beverage choices? Mood, occasion, and function top the list. Gen Z and Millennials lead the charge, with 72% of Gen Z trying new drinks monthly. Trending: low-sugar sodas and functional beverages with fiber or adaptogens.
READ MORE

Why Culture Should Be One of Your Key Ingredients

Just as a winning formula is more than the sum of its parts, our culture is an intentional blend of qualities that fuels our ability to solve complex formulation challenges, unlock whitespace innovation, and accelerate speed to market.
READ MORE

Flavor Drop: Americana – Rocket Pop & S’mores

Nostalgic flavors are driving innovation. Discover how Rocket Pop and S'mores are captivating consumers, sparking new product launches, and inspiring cross-category experimentation in food and beverages.
READ MORE
Privacy Overview

This website uses cookies so that we can provide you with the best user experience possible. Cookie information is stored in your browser and performs functions such as recognising you when you return to our website and helping our team to understand which sections of the website you find most interesting and useful.