Consumers seek better ways to increase alertness, energy and focus
Humans have been looking for sources of mental stimulation for much of our existence. While the use of coffee dates back to the 15th century, caffeinated tea has been brewed for over 5,000 years. The quest for effective, safe, and convenient stimulants has only accelerated in modern times as evidenced by the explosive growth in the use of energy drinks around the globe. Today, maintaining an alert state of mind is critical to everything from driving to parenting, and to working and studying. Manufacturers from both the food and beverage and supplement industries are striving to create new and better solutions.
While coffee and tea remain as popular as ever, the demands of modern life- styles and the preferences of today’s younger population are creating a demand for new ways to increase alertness, energy, and focus.
Convenience is King
While many adults find coffees and teas appealing both for their taste and their role in social settings, the logistics of brewing and transporting hot beverages makes them less than ideal in today’s fast-paced, on-the-go societies. This explains, in part, the popularity of energy drinks with younger consumers. With energy drinks, there’s no time lost brewing and no fear of spilling a hot drink on your lap while driving.
This article is available in full in the October 2020 issue of Nutraceuticals Now