Flavor meets function in the next generation of energy drinks

By SARAH LIM, Marketing Director, Beverage, APeC, ADM

ONCE positioned solely as a quick fix for physical exhaustion, energy drinks are undergoing a bold transformation. They are now emerging as dynamic, lifestyle-oriented beverages that deliver multifaceted benefits, supporting not only energy and endurance but also mental focus, hydration, and emotional well-being^.[1]

In today’s fast-paced, multitasking world, consumers are turning to energy drinks as holistic tools for navigating the demands of modern life. Far from being a one-dimensional product, energy drinks are increasingly appreciated for their complex value. Beyond their energizing functionality, these beverages offer distinctive taste experiences that resonate with emotional and lifestyle cues. Whether it's staying sharp on the road, powering through study marathons, or staying engaged during social occasions, energy drinks are consumed across a wide spectrum of daily contexts^.[2]

This shift reflects rising consumer expectations. Today’s consumers want more than just energy; they’re seeking multifunctional benefits that align with their personal health goals. Nearly half (47%) of Asia-Pacific consumers now prioritize products rich in health-boosting ingredients.^[3] This has opened the door to ingredients like electrolytes and botanical extracts, which pair hydration with cognitive and mood support. As the lines blur between energy and active nutrition categories, the opportunity lies in delivering synergy by offering products that fuel both body and mind.

Consumers want energy drinks that can do more—power and nourishment in every sip.  (Photo: ADM)

This evolution is part of a broader shift toward holistic well-being, where energy drinks are increasingly aligned with the ‘food as medicine’ movement. Consumers want energy solutions that nourish as much as they energize. In fact, the growing demand for functionally enhanced energy drinks is supporting the category’s expansion, with the global market projected to rise from USD 36.55 billion in 2023 to USD 68.77 billion by 2031.^[4]

Key drivers behind the rise in functional beverages

• - Holistic health and functional benefits

Consumers are no longer content with quick fixes and want beverages that actively support their overall well-being. In fact, 68% of Asia-Pacific consumers have purchased functional beverages that are high in vitamins and minerals to improve their digestive system and aid muscle recovery.⁵  Energy drinks are evolving to meet this demand, with innovations targeting digestive health, immune function, and even muscle recovery via the gut-muscle axis. Ingredients like pre-, pro-, and postbiotics are gaining traction for their role in enhancing long-term health, expanding the relevance of energy beverages beyond short-term stimulation.

Beverages targeting mental clarity, emotional balance, and hydration are gaining momentum.

In parallel, there’s growing interest in drinks that address mental performance, stress management, and hydration. These are areas increasingly seen as central to daily energy and productivity. The broader, more integrative view of wellness is reshaping consumer expectations, with energy drinks now positioned as part of a holistic self-care routine rather than a one-time pick-me-up. As a result, functional beverages are expanding into new usage occasions, from morning wake-up rituals to afternoon focus boosters, helping people sustain energy in more meaningful, health-aligned ways.

• - Naturality, transparency and trust

At the same time, the demand for naturality and ingredient transparency is transforming the category. As awareness deepens, consumers increasingly seek clean-label, plant-based ingredients, including botanical extracts and adaptogens. Data confirms this perspective, with 56% of Asia-Pacific consumers perceiving beverages containing specific ingredients (e.g. botanicals and vitamins) as more premium and of higher quality.[5] Functional benefits are now a baseline expectation, but they must also come from sources that feel familiar and trustworthy. This has driven interest in natural caffeine sources, superfoods, nootropics, and probiotics, with 64% of Asia Pacific consumers willing to pay more for Natural Ingredients.³

In line with these shifting preferences for transparency and simplicity, we have adopted nature-inspired approaches that align with clean-label expectations. This includes the use of caffeine from plant sources, such as guarana, green tea, and yerba mate extracts, as well as stevia, fruit-based sweeteners, and natural flavorings.

To further meet this demand, formulation strategies are evolving to ensure that health benefits don’t come at the cost of taste. For example, ADM’s TasteSpark™ flavor innovation platform applies advanced modulation and masking technologies to reduce the off-notes often associated with sweeteners and functional ingredients. This enables the creation of reduced- or zero-sugar drinks that retain a desirable flavour profile,^[6] helping brands deliver on both health and enjoyment.

• - Elevated sensory appeal

Taste is a core driver of differentiation and consumer engagement. Today’s energy drinks must deliver not just purpose, but also pleasure – from bold, modern flavour profiles to novel textures and convenient formats. This fusion of function and enjoyment is helping energy drinks appeal to a broader, more lifestyle-driven audience.

In Asia especially, shifting palates are fueling demand for both familiar and unexpected pairings. About 58% of Asia-Pacific consumers find nostalgic flavors appealing and 40% define novel flavor pairings as those that are new, unusual, or exotic.³ Citrus-forward notes like yuzu, grapefruit, and blood orange are gaining popularity for their vibrant, refreshing character that pairs naturally with the energizing appeal of these beverages. At the same time, flavors that are rooted in nostalgia and novelty are making waves. Profiles like watermelon, marshmallow, and vanilla speak to a craving for comfort with a playful twist, while cooling sensations add a multisensory dimension that enhances both physical and emotional refreshment.^[7]

This growing appetite for unique and emotionally resonant flavor experiences is underscored by the fact that 67% of Asia-Pacific consumers are willing to pay more for food and beverage products featuring new and unconventional flavor profiles.³ Sparkling formats elevate the drinking experience, while seasonal or limited-edition flavors tap into the desire for novelty and discovery. More than a matter of preference, taste is becoming a bridge between function and feeling, mood and moment.

Whether addressing the demand for better-for-you alternatives or helping brands differentiate through lifestyle appeal, ADM’s integrated approach brings together technical expertise, consumer insights, and a commitment to holistic wellness. By combining nature-derived ingredients with advanced flavour technologies and sensory innovation, ADM is helping to usher in a new generation of energy drinks – products that don’t just energize, but also nourish, refresh, and connect with today’s mindful and experience-driven consumers.