M ore and more consumers are becoming health-conscious and considering their consumption habits and performance goals. So it isn’t a surprise that with this evolution in the fitness industry, energy drinks have been undergoing a transformation. They’re no longer just reserved for bodybuilders and professional athletes—everyday, regular fitness enthusiasts have entered the domain, and they’re seeking the benefits energy drinks have to offer. However, consumers have been raising concerns about the effects of some energy drinks, claiming that high concentrations of caffeine and sugars do nothing but cause anxiety and jitteriness and follow it up with a crash in energy.3 They’re now looking for a way to get the energy they crave without all the negatives that can come along with it.
Claims Consumers Crave
Consumers are interested in beverage alternatives that provide more sustainable energy and enhance their sport and exercise—drinks that not only boost performance but align with their health and wellness goals. This means that they’re being much more attentive to the ingredients and claims that products list. The modern consumer expects nutrition and ingredient transparency and seeks convenient nutrition options with clean labels.1 We’re seeing a growing popularity in the following purchasing drivers:
- Vitamin and Mineral Claims: 27% of consumers are influenced by vitamin and mineral claims.1
- Low, No, and Reduced Sugar Claims: 24% look for low, no, and reduced sugar claims.1
- High Protein Claims: 26% of consumers are drawn to high protein claims.1
- Taste and Flavor: 46% of U.S. consumers consider taste and flavor purchasing sports and functional nutrition products.1
- Immediate Benefits: 53% of consumers are more likely to choose a food or beverage with immediate, short-term benefits.2
Strike a win with health-conscious consumers
Businesses can drive beverage sales by offering clean, convenient, and flavorful energy drinks that align with fitness goals. PepsiCo’s energy portfolio, including CELSIUS® and Rockstar®, is ideally positioned to meet these evolving needs. Let’s learn more about these popular brands and why they’re flying off shelves everywhere.
CELSIUS: Performance and Wellness Combined
CELSIUS utilizes a formula clinically proven to boost metabolism and help burn body fat when combined with exercise. Made with only the best ingredients, CELSIUS has no artificial preservatives or flavors, no aspartame or high fructose corn syrup, and it’s very low in sodium. CELSIUS is a fitness drink where great taste meets function. By offering CELSIUS, operators can tap into a market segment that values flavor, health, and performance.
Here are some of the beneficial ingredients it contains:
Green Tea Extract: The extract used contains a specific ratio of EGCG (epiallocatechin gallate) – the compound that scientists have found boosts metabolism and helps your body burn more calories.
Vitamin B: Vitamins help regulate cell health as well as metabolism. They also help support adrenal glands to help you recover from fatigue.
Vitamin C: Also known as ascorbic acid, vitamin C is an essential nutrient that aids the immune system and helps with tissue repair and the enzymatic production of certain neurotransmitters.
Chromium: Known to help control hunger, chromium is an essential trace mineral that normalizes blood sugar levels and helps enhance the metabolism of proteins, carbohydrates, and lipids.
Rockstar: The Classic Energy Boost Reimagined
Rockstar is a high-performance energy drink designed to fuel intense lifestyles. It provides a powerful blend of stimulants, including caffeine and guarana to enhance focus, alertness and endurance. For operators, Rockstar represents an opportunity to cater to a broad audience seeking a no-nonsense effective energy drink. Several of Rockstar’s lines are designed with athletes in mind:
Rockstar Pure Zero: This zero-sugar option caters to health-conscious individuals seeking a clean energy boost. It is fully charged with B vitamins and formulated with guarana, taurine, and caffeine in bold, distinct flavors like Silver Ice and Fruit Punch.
Rockstar Punched: Rockstar Punched offers bold, unapologetic flavor with a blend of B-vitamins, guarana extract, and 240mg caffeine per 16 fl. oz.
Rockstar Recovery: Rockstar Recovery is non-carbonated and formulated with electrolytes for taste, 100% of the recommended daily dose of Vitamin B, and 160mg of caffeine to help drinkers reset for their next hustle.
Fuel Your Consumer Base
As the demand for functional, health-oriented beverages grows, aligning offerings with these trends can position your business as a go-to destination for fitness-focused consumers. PepsiCo’s energy portfolio provides the tools to meet these demands head-on, ensuring that your beverage lineup remains competitive and appealing.
Sources
1 Innova Market Insights, Sports and Energy Drinks Trends in the US: Exploring Next-Gen Opportunities, February 2024
2 Datassential 2025 Trend Report (December 2024)
3 Tastewise Report US Energy Drink Trends July 2024
