Across snacking and confectionery sales, a trend has been reflecting a broader societal shift towards wellness and sustainability. The same can be seen with drinks, too. The trend is present among consumers who seek all kinds of drinks. Shoppers prioritising wider benefits from their beverages is nothing new – but it is gaining further momentum. For a long time, there have been shoppers looking for sugar-free options, but for a while now the movement has seen focus become much wider and more detailed. This pivot is not merely about cutting down on sugar; it's a reflection of a deeper desire for products that align with healthier lifestyles and mindful consumption.
The movement towards new-wave energy drinks is driven by an increasing consumer awareness of health and wellness. Post-lockdown, there's a heightened demand for beverages that offer more than just physical energy1; consumers are looking for drinks that support their overall well-being, including mental clarity and hydration2. This shift is underscored by a preference for functional benefits, such as enhanced hydration, vitamins, BCAA, and electrolytes, which cater to a more health-conscious audience3.
Moreover, there's growing care about the origin of ingredients, with a preference for natural caffeine sources and an obvious steer away from artificial additives6. Consumers are increasingly seeking products with transparent ingredient lists supporting a clean lifestyle. Within this trend, there has been an increase in demand for vegan recipes for sweets and chocolate – even vegan drinks – as customers seek more conscientious products5.
At Hancocks our selection, which includes superstar energy drink brands such as Sneak Energy and Prime Energy, has you covered in the era of clean energy drinks. These, and many other brands, stand at the intersection of energy and wellness, offering low or zero-sugar options enriched with beneficial ingredients. More than ever, energy drinks look to natural sources of caffeine and are turning their back on artificial flavours. Their goals are no longer simply about providing the biggest boost; they're about enhancing the daily life of the modern consumer by avoiding the crash of a sugar rush, offering further benefits such as vitamins and a longer-lasting boost6. This comes in response to the ongoing demand from consumers being ever more mindful about the pros and cons of their favourite energy drinks4. Whether your customers are avid gamers, active or simply just busy, we have plenty of exciting bulk energy drinks to boost your range.
Alongside energy drinks, the demand for healthier options stretches into a variety of soft drinks. The health drinks market is one of the fastest growing in the world and is expected to continue getting bigger through the end of the decade7. Shoppers are looking for the added benefits and active ingredients on offer in everything from vitamin-boosted drinks like Get More Vits to the nutritional benefits of drinks like Mogu Mogu – a fruity treat enhanced with nata de coco, aka coconut gel. The category is becoming as diverse as consumers, with some drinks geared towards mental factors, with CBD-infused drinks like Trip, plant-based recipes and responsibly packaged and produced brands like Gunna earning favour with a conscientious consumer base.
The healthy trend is not a fleeting one; it's a testament to the changing priorities of consumers, who are not just making choices based on flavour or price but on the benefits a drink itself can offer. There is evidence of this elsewhere, with a wider pool of shoppers seeking out healthier options across all product lines. At Hancocks, we're committed to meeting this demand with a curated selection of stock that enables our customers to continue serving consumers better than ever before. Alongside the UK’s largest range of pick n mix, bulk chocolate and drinks, we also offer a range of healthy snacks that includes everything from high-protein to low-calorie treats, healthy sweets and chocolate, energy bars and breakfast on-the-go favourites. As usual, you’ll be able to find everything you need to successfully meet customer demand right here at Hancocks.
1 Scottish Grocer - Shoppers thirsting for healthier energy drinks
2 Mintel - Changing Consumer Demands in the Energy Drinks Industry
3 Just Drinks - How health and wellness became the hottest trend in energy drinks
4 Talking Retail - Demand for healthier energy drinks 'continues to grow', says Carabao
5 This is Keane - Trends giving the energy drink market a boost
6 Freedonia Group - Beverage Trends Show Consumers Are Increasingly Seeking Out Functional Ingredients
7 Mordor Intelligence – Health Drinks Market Size, Share & Industry Trends
