Modern lifestyles can lead to burnout, fatigue, and decreased productivity. The energy support segment of the health and wellness industry is evolving to target these issues at their core. However, providing long-term, sustained energy is no easy task. 

“Sustained performance over time is becoming a priority,” said Shaheen Majeed, global CEO and managing director of Sabinsa. The industry is interested in products that can provide measurable improvements in stability throughout the day, rather than what can be measured at single test points, he said.

“Brands are repositioning energy as everyday vitality, supporting long workdays, active lifestyles, and healthy aging,” said Marianne McDonagh, vice president of sales at Bioenergy Life Science (BLS).  

“It’s hard to imagine a supplement that doesn’t have an energy component in it these days,” said Steve Fink, vice president of marketing at PLT Health Solutions. “We’re talking about sports nutrition, and everyday pick-me-ups. But we’re also talking about weight management, cognitive formulas, and even cardio health products. What makes an energy component so attractive is that it is experiential. Consumers can feel something within minutes,” he said.

Burning Out and Fading Away

FoundationMED reported that 46% of American adults experienced declines in mental energy over the past year. The company identified metabolic stress, poor sleep, and insufficient nutrition as major threats to productivity. A survey of 2,000 adults pinpointed four key causes of low energy: metabolic dysfunction (including blood sugar problems), sleep disturbances (half of the participants averaged less than six hours of quality sleep), chronic workplace stress, and nutrient-deficient processed diets.

Three in five American adults reported to Ipsos that they experience low periods of productivity and struggle to focus daily, with higher rates among those under 35 (67%), women (66%), and non-managers (62%). 

Energy Market Outlook

Mintel reported that the energy drinks market reached $23.9 billion in 2024, growing at a CAGR of 6.4%, and forecasted that it will reach $33.4 billion by 2029. Beverages, including ready-to-drink (RTD) options and powders, make up the majority of the category.

Annie Eng, founder and CEO of HP Ingredients, observed a significant rise in consumer demand for energy support. Citing HealthFocus International and Innova Market Research, respectively, Eng noted that 55% of consumers prioritize energy when purchasing supplements, following immunity and digestive health, and that products with energy claims have experienced a CAGR of 20% over the past five years.

As the lines blur between functional beverages and dietary supplements, credibility will be essential for newcomers to specialty nutraceuticals, noted Maria Stanieich, senior marketing manager at Kyowa Hakko. Ingredients with a long market history, strong clinical research, and third-party validation, prominently displayed on a label, can set products apart. 

“Digital commerce has reshaped access and awareness,” said Rajat Shah, co-founder and executive director of Nutriventia. “Energy products are consumed across a wider range of occasions … marking a move toward performance-oriented, health-conscious energy solutions that align with evolving lifestyles and wellness priorities.”

This category is subject to high scrutiny, so tread lightly with claims, Shah said. “Messaging must be carefully crafted to avoid disease or treatment claims, focusing instead on supporting normal body and brain function … ensuring all claims remain firmly grounded in clinical evidence and regulatory-appropriate language.”

As in the broader natural products market, there are no shortcuts to building credibility, Eng noted. “Ensure your suppliers and contract manufacturers have the proper QA certifications, as well as provide full traceability and transparency. Taking your time to do your due diligence will help create a strong bond of trust.”

In the case of Robuvit French oak wood extract, “it took over five years to bring the ingredient to market to ensure a solid research foundation was first set,” said Sébastien Bornet, vice president of global sales and marketing at Horphag Research. “Horphag Research only launched Robuvit after we had sufficient research to communicate the top benefits of the product to formulators and manufacturers.” To date, 31 clinical studies have been conducted to validate the ingredient’s energy and fatigue-reduction benefits by supporting mitochondrial function.

“Clean label is non-negotiable,” according to Brian Zapp, director of marketing at Applied Food Sciences. “That is why we prioritize naturally-derived, Non-GMO Project Verified ingredients like PurCaf caffeine from green coffee, and AmaTea Max organic caffeine from guayusa tea.”

McDonagh concurred, noting a greater need for “education-driven messaging around cellular health, recovery, and metabolic support to connect with wellness-first consumers beyond the traditional athlete … Continued support remains necessary. Today’s consumers want to understand the science behind the products they trust.”

Majeed said that direct, specific claims give consumers clearer expectations of how a product should make them feel. To make products more predictable, “I anticipate the convergence of personalization and energy products, with formulations that adapt to circadian rhythms, baseline stress levels, and even genetic predispositions. The brands that crack this code will define the next decade.”

Fink said he expects the innovative energy ingredients today will become common in new product launches, including staples like multivitamins. “The question is, why wouldn’t you include an energy component in any supplement product?”

In the future, brands will be able to better incorporate feedback from wearable devices, biomarker analytics, and AI over the long term, “focused on adaptability, long-term resilience, and the discovery of previously unknown synergies that only emerge when energy systems are studied continuously, in context, and at scale,” said McDonagh.

Expect significant advances in the sensory performance of products in this category, said Eng. Microencapsulation, precision milling, flavor modulators, pH-stabilized ingredients, and co-processed blends will boost bioavailability, mask bitterness, improve mouthfeel, and enhance shelf stability, offering turnkey solutions to formulation challenges.

To help brands win in today’s competitive beverage market, Nutriventia recently introduced its E.D.G.E. delivery platform, “which offers dispersible solutions, sustained-release technology, and taste masking,” enabling RTD formulation that preserves integrity and delivers on flavor, Shah said.

Precision fermentation will also usher in formulation flexibility in the future. Landkind, for instance, is a precision-fermented bioactive that doesn’t exhibit the bitterness and earthy off-notes that would be present in a botanical extract, Nicole Lemus, vice president of sales at Gnosis by Lesaffre, noted, and a low dose can deliver as much salidroside as 6 grams of standard Rhodiola rosea.

With new technologies that make manufacturing more practical, the industry will be able to address affordability, Shah noted. Currently, “many science-backed, premium formulations are priced out of reach for everyday use.”

A Bigger Picture of Wellness

Energy claims are being supported in ways that align with a broader view of wellness. “For many, ‘energy’ means feeling both physically spry and mentally agile; just a good, productive, and bright day,” said Eng. “Consumers who want the energy for enhanced daily well-being are not always seeking to crush it at the gym,” but rather, to simply tackle brain fog. 

Mintel reported that consumers are paying more attention to the secondary benefits of energy drinks, such as metabolism, focus, and more. “Similarly, brands that target women, despite men’s historical category dominance, create sustainable growth through new consumer bases.”

Zapp noted that the shift has been seismic. “Five years ago, it was all about aggressive stimulation … synthetic caffeine, and sugar.” Today, many products even make “no jitters” or “sustained energy” claims, highlighting the trend toward mental sharpness and mood support, he said.

McDonagh noted that energy isn’t just a vague outcome, but a complex, systems-level process involving cell metabolism, whole-body function, and behavior. It is “the body’s capacity to repeatedly generate usable work, physically and cognitively, without excessive biological strain. You have to measure throughput (ATP/NAD dynamics), cost (glutathione redox and stress markers), recovery (sleep architecture and autonomic rebound), and real-life context,” she said. 

Energy drink use is shifting from more situational to frequent or daily habits, said Majeed. For those who sip all day, consider “nitrate-rich botanicals like beetroot for endurance and oxygen use, amino acids such as L-citrulline and beta-alanine for circulation and muscular performance, and adaptogenic botanicals linked to stress resilience and fatigue reduction” for “physiological optimization rather than quick stimulation.”

Physical Energy

Majeed explained that physical energy can be measured using performance metrics such as muscular output, circulation, endurance, or oxygen use. Mental energy can be assessed through testing tools and evaluations of alertness, attention, reaction time, and fatigue. 

Some other commonly used metrics include vertical jumps, isokinetic and isometric strength, and structured resistance training protocols, and these can often be paired with perceived exertion scales for deeper feedback, like the OMNI-RES or Felt Arousal Scale, Shah noted.

Sabinsa is validating several ingredients for physical performance. For example, Cococin, nutrient-rich green coconut powder, can provide a hydrating base in energy products. “It is considered a natural isotonic, with electrolytic balance similar to that of our blood,” said Majeed.

The company has also tested Sabeet, a nitrate-rich, standardized beetroot extract, for sports performance indications that correlate with greater oxygen uptake. A study in cyclists linked this mechanism of action to significant improvements in short- and long-distance time-trial performance.

The company’s Saberry amla extract is also garnering interest for its role in supporting metabolic function, liver health, and cellular energy efficiency.

HP Ingredients is researching how L-citrulline and bergamot polyphenols synergistically boost nitric oxide, Eng noted. A study on cyclists found this formula, N.O.Max, significantly improved heart rate, heart rate max, peak power, total cholesterol, hyperemia measures, and augmentation index, indicating enhanced endothelial function, aerobic capacity, and oxygen uptake.

“The stress of sustained training causes oxidative degradation of the L-arginine/nitric oxide pathway. This study is among the first to demonstrate that pairing citrulline with a potent polyphenol antioxidant system preserves endothelial nitric oxide bioavailability,” Eng said. 

Gnosis by Lesaffre is researching salidroside for its effects on mitochondrial function, oxygen utilization, and the stress response. One study found that in healthy young adults, twice-daily supplementation with Landkind Salidroside improved oxygen uptake during time-to-exhaustion tests; helped sustain exercise performance during training sessions while the placebo group decreased by 13%; alleviated muscle damage as indicated by myoglobin levels; and reduced mood disturbances in tests, especially regarding fatigue-inertia and friendliness.

In clinical studies, the French oak wood extract Robuvit can enhance mitochondrial regeneration through potent antioxidant activity, highlighting the mechanism that likely explains improvements in energy and activity levels, Bornet noted.

Urolithin A and B (both metabolites of Robuvit) can enhance mitophagy and protein synthesis, thereby conferring benefits to both physical and mental performance by improving mitochondrial function, he noted.

In a study on triathletes undergoing a 2-week triathlon training period, supplementation was linked to shorter recovery times between races, leading to better overall times, faster pace, and more sustained energy levels during a triathlon event compared to a placebo.

Applied Food Sciences offers PurGinseng, a Panax ginseng ingredient for RTD and ready-to-mix applications. Functional mushrooms such as MycoThrive are also gaining attention for their ability to support ATP production and oxygen utilization, Zapp noted. “These ingredients can easily stack with caffeine to take advantage of its quick onset and balance it with the more sustained endurance from metabolic energy.”

Mental Energy

Emerging techniques to clinically support mental energy claims include cognitive battery tests like CANTAB and CNS Vital Signs, tasks like Stroop, Corsi-Block Tapping, trail-making, and continuous performance tests of memory, attention, processing speed, and executive function, noted Shah.

Stanieich said that self-reported cognitive measures are increasingly being replaced by validated tests in clinical studies. Studies on Kyowa Hakko’s Cognizin Citicoline showed improvements in attention, psychomotor speed, and impulse control tests in teens, as well as reduced errors on the CPT-II test in women aged 40 to 60. “Citicoline is a compound that naturally occurs in the brain and supports cell membrane integrity, brain metabolism, and neurotransmitter production,” without functioning as a stimulant, she said.

Lemus pointed to SAMe and folate as key naturally occurring compounds with important ties to mental energy; they’re involved in neurotransmitter production, helping to enhance mood and overall cellular function and energy metabolism.

“When our Adonat Premium SAMe is used in combination with vitamins B12 and B6, the EU permits claims that SAMe ‘contributes to normal energy-yielding metabolism’ and when it’s combined with vitamins B9, B12, and B6, SAMe ‘contributes to the reduction of tiredness and fatigue.'”

Further, the European Food Safety Authority (EFSA) recognizes the claim that “folate contributes to the reduction of tiredness and fatigue.”

“Both folate and SAMe are involved in one-carbon metabolism, the biochemical network that fuels cellular energy by generating ATP, neurotransmitters, and providing building blocks for cells,” said Lemus.

Fink noted that there is no formal consensus on how to define mental energy. In clinical studies, it’s typically understood as the ability or willingness to engage in cognitive work, encompassing mood, cognition, and motivation. “It is imperative that clear, meaningful, and clinically relevant endpoints are part of any clinical study design.”

PLT has invested in research to expand support for mental energy claims for Zynamite S, a water-soluble mango leaf extract standardized to at least 60% mangiferin. A single-dose study found that, among 88 healthy university students evaluated over 5 hours, the ingredient significantly improved several measures in assessments conducted at 30 minutes, 3 hours, and 5 hours. Many improvements reached clinical significance by minute 30, and by the end of the observation period, the ingredient resulted in improvements to scores of mood (+24.1%), fatigue (+26%), attention/working memory (+17%), processing speed (+25.4%), ability to handle complex tasks (+21), and more.

According to Lemus, mood influences perceived energy, and there’s increasing recognition of its effect on cognitive function and performance today. “Next-generation energy/performance products are incorporating ingredients and formulations that can help the body adapt to stress and support the body’s natural stress response mechanisms.”

Mood and mental resilience shouldn’t be considered mutually exclusive from more sport-oriented products, said Shah. By addressing mood, “products can maintain emotional equilibrium, enhance mental resilience, and provide a more stable sense of energy throughout the day. Performance isn’t just physical or mental, but the combination of both … reflecting a more holistic view of human performance.”

Novel motor-cognitive task tests can show “how mental and physical energy interact in dynamic scenarios,” paving the way for validating ingredients with more holistic effects.

“Stress and mood are an integral part of why people reach for energy supplementation,” said Fink. “There is no doubt that energy ingredients play a role in improving mood.” As such, PLT has validated each of its energy support ingredients, zumXR, Zynamite S, and Rhodiolife, as enhancing mood as part of its effects.

Ingredients that can support mental energy while solving other problems are winning in today’s market, noted Zapp. For instance, MycoThrive, the company’s lion’s mane extract, contains compounds that act as a precision prebiotic for butyrate-producing bacteria associated with improvements in brain fog and cellular energy.

Creatine’s Comeback

Creatine’s benefits beyond muscle growth are gaining strong recognition. It is known to regenerate cellular ATP, supporting brain, cardiovascular, and muscle tissues during periods of high energy demand. Research has linked creatine with improved cognition under stress or sleep deprivation, reduced mental and physical fatigue, neuroprotection, and enhanced aerobic exercise efficiency.

“Creatine remains a trusted cornerstone ingredient that continues to adapt with the category,” said McDonagh. “Even more compelling is the accelerating demand for dual-action ingredients.” At SupplySide Global 2025, BLS launched PeakPwr, a stable combination of Bioenergy Ribose and creatine.

“The development of novel co-crystals further expands [cellular energy production and efficiency] by creating emergent ingredient synergies that work together in ways single ingredients cannot.” The results show not only expected, measurable improvements in NAD+ and ATP cycling but also unexpected effects on mitochondrial coupling, redox stability, and metabolic rhythm. Creatine helps initiate ATP production, while the D-ribose supports ATP regeneration, sustaining the benefits, McDonagh said.

Additionally, at SupplySide Global, attendees were able to sample a collaborative ready-to-drink beverage concept featuring creatine alongside supportive ingredients for a mental energy positioning, including PLT Health’s Zynamite S and InnovaBean, a natural alternative to synthetic caffeine.

Beyond SAMe’s own energy benefits, it also supports creatine synthesis, making it an “excellent consideration” for multi-ingredient creatine formulations, Lemus noted.

Going Stimulant-Free

According to Stanieich, the caffeine-averse have historically been alienated by the energy category.

A January survey by Kyowa Hakko found that 31% of consumers reported frequently having low mental energy, but only 21% used a product to address it, Stanieich said. Consumers either “do not see credible solutions” or do not desire what products they know of. “Forty-one percent of consumers said they want to see more caffeine-free energy options, and 63% said they want non-stimulant ingredients for mental energy.”

“This is where branded, science-backed nootropics play a critical role in formulation strategy,” Stanieich said.

Older adults tend to avoid caffeine, McDonagh noted, spotlighting a need for products that can bridge energy and longevity needs. Non-stimulant products, starting with this demographic, can shift the focus on resilience and recovery, rather than short-term boosts. “At BLS, this philosophy has long guided the development of ingredients like Bioenergy Ribose and RiaGev, which focus on the body’s natural energy production at the cellular level.”

As nootropics and adaptogens meet higher quality standards, mainstream consumers will be more receptive to these options as “holistic” and “sustainable,” Lemus said. Expect a “more comprehensive understanding of the role that energy-supporting ingredients can play in various aspects of health and performance.”

Non-stimulant ingredients like SAMe, folate, and salidroside indirectly support natural, sustained energy levels and cognitive function by modulating various metabolic pathways and cellular processes, without producing a direct stimulant-like effect.

Unlike caffeine, ingredients that can boost cellular energy production, such as Robuvit, also improve sleep quality rather than detracting from sleep hygiene, Bornet noted. A 2020 study found that Robuvit improved measures of vigor in people aged 50-65 with signs of premature aging, decreased activity and exercise levels, and sedentary behavior. Notably, sleep disruptions improved alongside energy and activity level.

Elevating Caffeine

Most people enjoy and depend on caffeine every day, and caffeinated products dominate the market. Consumers are drawn to natural sources like green coffee fruit and tea, as well as sustained-release technologies that can level out the daily dose.

“We see ingredients like Java.g green coffee extract bridging this gap by delivering caffeine alongside potent antioxidants, specifically chlorogenic acids, for metabolic support,” said Zapp.

Meanwhile, mechanism-of-action research has demonstrated that AmaTea Max, a caffeinated guayusa extract, exerts unique nootropic properties by modulating epinephrine.

“We conducted a gaming study to evaluate complex cognitive demands under fatigue,” Zapp noted. During a 4-hour gaming session, researchers measured reaction-time consistency. “The ability to maintain accuracy while mentally drained is a more relevant measure of energy than just heart rate or stimulation.” Additional studies demonstrated the benefits of chronic use in female athletes, as well as effects on productivity and concentration, Zapp noted.

Notably, it has substantial differences in epinephrine response compared to synthetic caffeine, which allows for calm focus rather than chaotic stimulation. In a similar vein, add-on ingredients like L-theanine or ginseng offer a calming effect to level out the caffeine experience, Zapp noted.

“Framing caffeine as part of a broader energy system rather than a standalone stimulant promotes a more balanced performance,” concurred Majeed, warranting ingredients to minimize the jitters, crashes, and sleep disturbances.

Nutriventia has been focused on an integrated approach, developing blends of nootropics (such as adaptogens like ashwagandha) with CaffXtend, its sustained-release caffeine suited for a once-daily dose, to provide “calm, controlled energy, enhancing focus, alertness, reaction time, and motivation over longer periods … delivering a steady release of fuel, delaying fatigue, and supporting recovery,” said Shah. “Studies show it supports alertness and cognitive performance without the typical side effects of conventional caffeine, making it ideal,” and it’s compatible with gummy and capsule formats.

Similarly, in 2024, PLT launched a liquid-stable version of zumXR, an extended-release caffeine ingredient suitable for beverages, supplements, stick packs, powders, gummies, bars, gels, and 2-4 ounce shots.

Trending Product Launches

Some energy product launches aimed at attracting those seeking more holistic, all-day energy support, along with related benefits like metabolism, focus, and more, include: 

Bloom’s High Energy Pre-Workout packs 225 mg of caffeine, with a performance and focus blend featuring L-citrulline, beta-alanine, beet root, L-tyrosine, Rhodiola, green tea caffeine, L-theanine, ginseng, and club moss extract. The brand’s Sparkling Energy drink delivers 180 mg of caffeine from green coffee, plus prebiotics, antioxidants from lychee and green tea, ginseng, L-theanine, and zero sugar.

Seed Health’s AM-02 is a caffeine-free supplement that combines ginseng, B vitamins, GABA, a prebiotic complex of Japanese wasabi and pagoda tree extracts, a CoQ10 and PQQ complex, and a postbiotic form of vitamin K2 as MK-7.

Momentous’ Longevity, a formula containing Niagen, NAC, betaine anhydrous, PureQQ, vitamin C, and B vitamins, is a caffeine-free formulation that claims to support natural cellular energy production for enhanced metabolism, cognitive support, and several measures of cellular health thought to contribute to longevity.

NOW Sports’ Sustained Energy Capsules feature a 120 mg blend of immediate- and sustained-release caffeine, plus complementary B vitamins and cofactors such as chromium, magnesium malate, and carnitine to support endogenous energy production.

Pure Encapsulations recently launched Rapid Mental Energy, which is designed to support clarity and alertness within 1 hour with extracts from Alpinia galanga, American ginseng, and Ginkgo biloba; the product can be used with or without caffeine with no known effects on sleep, the company noted, instead delivering clarity and mental alertness without stimulants.