Stressed Millennials look to energizing drinks: William Sipper

If you think it would be great to be young and carefree then you may be surprised to learn that Millennially say they are anything but that. Recent studies have found that when Millennials rate their own stress at a 5.4 out of 10 average. Baby Boomers report their stress at an average of 4.7 and the Matures or WWII group is stressed only at a 3.7 level.

While 57% of millennials are concerned about the levels of stress in their lives, only 39% of baby boomers think the same, on a global scale. About 19% of Millennials suffer from depression and anxiety. They graduated with huge student loan debt and very little high paying job prospects. As a result, thirty-nine percent of 18-34-year-olds are looking to functional products that will help them boost their energy levels or help them relax and rejuvenate.

These stressed out consumers are trying to find afternoon pick-me-ups that match the healthy lifestyle trend. And this is leading record numbers to try “naturally energized” beverages according to beverage industry expert William Sipper of Cascadia Managing Brands, a consultancy to some of the leading global beverage brands.

Natural Energizers are soft drinks that contain naturally energizing ingredients such as guarana, ginseng and yerba mate, among others. Often, they will contain no artificial preservatives or additives and claim to eliminate the energy “crash” associated with sodas or energy drinks that get their energy from large amounts of caffeine, sugar and artificial additives.

William Sipper writes that recent surveys indicate that 46% of consumers prefer a brand that contains natural ingredients in the beverage. New brands including Hi-Ball energy waters, Chia Energy and X2 energy teas have all developed loyal followings as a result.

Sipper says that consumers are more often seeking natural energy boosts to help fuel their energy levels during busy days. A total of 52% of global consumers feel like they need an energy boost to get through the day. Drinks that promise to enhance stamina, physical performance, and alertness are growing more popular.

In addition to beverages that enhance energy levels, other ingredients that feature therapeutic properties are becoming very popular too – such as botanicals and herbs that claim to help consumers rejuvenate and relax.

Although the actual effectiveness and long-term health consequences of these drinks have not been verified by health officials, they have become popular nonetheless. Large food and beverage manufactures are very interested in this trend particularly the soft drink industry. Soft drink sales have shrunk for each of the last 12 years in North America. Changing tastes and a backlash against sugar in the name of health have contributed to the downturn.