Modern life is demanding as many know. Work, education, childcare, commuting, exercise and even – occasionally – just having fun, for consumers today it can feel like they need an endless reservoir of energy, just to make it through the day. It’s unsurprising then, that energy drink sales are on the rise. The global energy drinks market is projected to grow at a CAGR of 8% over the next decade, reaching a value of $108 billion by 2031. Energy boosting beverages are as popular as ever, but is caffeine content alone enough to excite consumers? The holistic wellness trend sweeping the food and beverage sector has made an indelible impact on shoppers’ priorities, blurring the lines between health, indulgence and functional nutrition. The consequence of this attitude shift for the beverage segment is that shoppers don’t just want ‘energy’ drinks, but solutions to give them an all-round boost with cognitive and mood support, as well as improved alertness and endurance.