Retail sales of energy drinks are expected to reach $16.1 billion by 2019. Red Bull remains the leader in dollars with nearly $3 billion in sales (according to IRI), though the category continues to expand beyond the traditional energy drink. Data from Mintel suggests that across the following categories: CSDs, bottled waters, teas, non-dairy milks, coffees and traditional energy drinks, 30% of consumers want products with an energy claim. Claims have shifted from merely “energy” to descriptors like: long lasting energy, revitalizing energy, better energy, clean energy and organic energy. Ingredients that offer caffeine naturally appeal to consumers. Natural sources of caffeine include guayusa, guarana, yerba mate, and matcha.