The natural energy category is utilizing unexpected ingredients in unique ways.

Energy … today’s on-the-go, average Joe wants it, needs more of it, and often craves a “quick fix” to get it. And normally, just a few steps away, consumers can buy a large Red Bull or a similar stimulant drink to give themselves that boost they need—which will last at least for a few hours or so, before they experience the inevitable crash that always follows.

But thankfully, the natural products industry offers a number of more healthful, effective alternatives that are gaining appeal with today’s energy-seeking shoppers and surprising them with unique energy-enhancing products.

“The main market for ‘energy drinks’ has not been for people doing extreme sports like the commercials,” said Jacob Teitelbaum, MD, noted author and director of the Practitioners Alliance Network. “Rather, it’s been used by folks in their 20s and 30s who wanted to go out partying on the weekend after working hard all week.”

While most people realize there are few positive outcomes in terms of health when drinking these sugary, over-caffeinated energy drinks, this has unfortunately not decreased their popularity. According to data from the 2010 National Health Interview Survey, the U.S. Centers for Disease Control and Prevention (CDC) reported that one in three adults consumed an energy drink within the past week, 21 percent had more than one, and 11 percent consumed more than three energy drinks per week. In addition, 20 percent think that energy drinks are safe for teens, and 13 percent think that energy drinks are a type of sports drink.

In order to account for the damage it can cause, energy drink manufacturers are required by the U.S. Food and Drug Administration (FDA) to report any adverse events related to their products. The truth, reported by the Center for Science in the Public Interest (CSPI), is that there has been 34 deaths linked to energy drinks since 2004, with half occurring since 2012. Also, the Substance Abuse and Mental health Administration (SAMHSA) reported the number of hospital emergency department visits involving energy drinks had doubled from 10,068 visits in 2007 to 20,783 visits in 2011.

Since January 2015 through March 31, poison centers have received reports of 742 exposures to energy drinks; of those, 452 were children 18 and younger, and a report by the FDA confirmed one popular energy shot brand may be linked to 13 deaths in the past four years. It seems that people are ignoring the warning signs and just care about what product can give them the ultimate pick-me-up.

This is where the natural energy market steps in.

According to Tyler Gage, CEO and co-founder of New York-based energy drink maker RUNA, “There’s no question that energy drinks continue to be one of the fastest growing segments of the beverage industry, but a cross current trend toward organic, natural and healthy is also taking place. An intersection of these two worlds could be huge,” although a difficult one.

With new research and numerous testing, natural energy comes in various forms and target different areas of the body.

Natural Beverages

The majority of natural energy products are delivered through the liquid form. Discussing the industry, Carol Knowles, founder/CEO, Kansas-based Wojo Nutrition, said, “Companies are striving to find that middle ground that addresses the markets concerns about safety but also provides an effective product. I think you will continue to see more use of liquid rather than tablet form energy supplements due to the more rapid absorption of liquid products.”

WojoEnergy is the company’s signature energy drink. “A lot of people comment to us that they don’t get that ‘jittery’ feeling with WojoEnergy,” she said, explaining that the product utilizes a base of six B vitamins, which vary based on formulation. “In general, we believe the consistent replenishing of B vitamins leads to an increased level of energy and well-being over time.”

In addition to B vitamins like B6 and B12, the beverage contains adaptogens like schisandra and American ginseng, as well as 12 mg of caffeine to complement the vitamin-based formulation.

Another natural product brand, RUNA, offers a variety of what they term ‘clean energy’ drinks. “Many people think that natural products are weaker or less effective,” Gage said. “However, one 8.4-oz. can of RUNA Berry Clean Energy Drink has 120 mg of caffeine just from the brewed guayusa leaves, compared to only 80 mg of caffeine in an 8.4-oz. Red Bull.”

Guayusa (pronounced “gwy-you-sa”) was first introduced to the U.S. market in 2012 by RUNA, and has become a touted ingredient used by many companies in recent years, Gage noted. “Guayusa is an Amazonian super leaf brewed like tea, with as much caffeine as a cup of coffee and double antioxidants of leading green tea products,” he said. Indigenous hunters in the Amazon drank guayusa before hunting in the jungle at night to give them focus, strength and energy, Gage reported.

The product benefits from the endorsement of Channing Tatum, American actor and star of 21 Jump Street. “RUNA gives me sustained energy to be creative and find my flow. It tastes great, it feels clean in my body, and there is no crash,” Tatum said. The super leaf contains twice the amount of antioxidants of green tea, and contains chlorogenic acids which have been reported to contribute to cardiovascular health, help reduce high blood pressure and regulate body weight. In addition, it contains 15 essential amino acids and has ferulic acid that can help improve blood circulation. The compounds found in the ingredients are also said to neutralize free radicals, which may help prevent premature aging, according to the company.

Delivering Caffeine Differently

The most popular and stimulating energy enhancement—caffeine—occurs naturally in more than 60 plants including coffee beans, tea leaves, kola nuts used to flavor soft drink colas, and cacao pods used to make chocolate products. According to the FDA, 90 percent of people in the world use caffeine in one form or another, including ingestion of liquids, foods, medicines or consumer products as well as through dermal contact with consumer products, such as cosmetics, containing caffeine.

An unexpected source of natural energy making its way into the market is cannabidiol (CBD). According to Project CBD, a non-profit educational service dedicated to promoting and publicizing research into the medical utility of CBD and other components of the cannabis plant, CBD has been mistakenly described as sedating. In modest doses, CBD is mildly alerting. Cannabidiol activates the same adenosine receptors as caffeine, a stimulant.

California-based Kannaway LLC, a manufacturer and “company that honors the hemp plant,” stated that it believes in CBD’s ability to provide optimum energy. Spokesman for Kannaway, Andrew Hard, said, “for Kannaway, the most successful natural energy product has been the KannaKick CBD energy chews with a very unique flavored combination of CBD and caffeine.” Hard noted that most consumers do not understand that KannaKick does not contain the psychoactive hemp, which means that, when combined with the natural form of caffeine, KannaKick provides the body with a great burst of energy and no “crash” or sudden comedown. Also, the natural form of caffeine used, allows for the energy to have long-lasting affects. “Just sustained energy and a feeling of focus as you go through your day,” he noted. “If consumers are busy and not eating the best, and don’t have time to slow down, KannaKick is an excellent go-to when they’re on the go.”

Energy, Stress and the Thyroid

Cheryl Myers, chief of education and scientific affairs for Wisconsin-based EuroPharma said, the market is best served by effective, long-term, answers for energy. “I use the occasional cup of coffee myself to compensate for a poor night’s sleep or mid-afternoon lag. But stimulants are merely Band-Aids, and do nothing to help improve the underlying mechanisms for optimal energy creation in the body.”

Myers stated that you can either borrow energy or create energy. “The only long-term answer is to better create energy, and supporting the thyroid is an excellent intervention,” she added. “A lower thyroid can result in the feeling of weakness and tiredness. The thyroid gland dictates the speed with which the body converts fuel (calories) into energy. The problem with this is that thyroid tests still read ‘normal’ levels, despite suboptimal functioning, and these issues are not fully addressed.”

According to Myers, levothyroxine, the synthetic thyroid hormone, was named the number one prescription in 2014, and integrative practitioners estimate one in two women and one in three men over the age of 40 have less than normal thyroid.

“With Baby Boomers reaching their peak, staying very late into life is key, with 60 being the new 35,” Teitelbaum added. “The most critical element for thyroid function is the essential mineral iodine, however, studies suggest that iodine has decreased almost 50 percent in the last 30 years. Iodine’s main role is to help manufacture thyroid hormones.”

To support a healthy thyroid, EuroPharma has formulated iodine-providing supplements-Tri-Iodine and Thyroid Care. “Both feature effective levels of iodine. Both supply iodine in three forms: potassium iodine, sodium iodide and molecular iodine for thyroid hormone synthesis and a wide-spectrum of other benefits, including health DNA replication,” Myers said. The products, she noted, are the result of advanced research by iodine and thyroid experts who have long advocated for supplemental iodine, and have researched its positive benefits on energy and well being.

Another product Myers recommends that supports the research on improving energy by reducing the amount of stress and/or strengthening the body’s resilience in the face of stress is Adaptra. The product contains two clinically studied, powerful herbal adaptogens—ashwagandha and rhodiola. “Both ingredients have been shown in numerous clinical studies to keep mental process and physical energy going strongly throughout the day,” Myers said.

Ashwagandha contains withanolides that boost resistance to stressors—physical and psychological. “In fact, in scientific studies, ashwagandha has been shown to reduce corticosterone levels and increased antioxidant activity,” Myers explained. In addition, studies have found that the adaptogen not only reduces stress by decreasing cortisol levels, it can significantly reduce nervous tension as well—by more than 50 percent in one clinical study (as measured by a standard rating scale).

Rhodiola houses salidrosides and the compounds rosavin, rosin and rosarin, which are specific to the Rhodiola rosea species. Scientific studies found that these compounds control the cognitive, stress-reducing and energizing effects of the herb. “One well-known clinical study focused on fatigue associated with night duty for young physicians, and showed an improvement in the rhodiola group for total mental performance. Other clinical research focused on individuals trying to accomplish many goals in limited time period—something we can all relate to,” Myers said. “In this double-blind study of 60 college students, the rhodiola group saw improvements in mental fatigue, overall fitness and well-being, and final exam grades—a real world test with positive results if ever there was one.”

Energy Absorbed

Albert Liu, PhD, co-founder of California-based XEP, Inc. noted that the natural form of caffeine is not only for use in food and drink. Another option is by delivering the ingredients through the pores of the skin.

“Similar to topically administered drug products like Nicoderm or Scopolamine, there is ample scientific literature and data on skin absorption of caffeine and other active botanical ingredients,” he explained.

XEP, Inc. offers Clean Energy Patch (CEP), which works by absorbing nutrients through the skin. “This is a tremendous advantage for active athletes, as well as for people who use CEP in the workplace,” Liu said, “whether you’re a nurse in a hospital, a college student, a truck driver or a busy mom. Our customers tell us that by providing a convenient and healthy alternative energy product, they can enjoy the benefits of Clean Energy Patch when they wouldn’t typically use an ingested energy product.”

The company created a patent-pending formula combining natural caffeine, guarana and cacao in a medical-grade adhesive. Kinesiology Tape is used as a flexible backing to ensure that the product sticks to the skin even under heavy perspiration. It provides an ideal substrate for athletic activities while retaining the stylish look and feel of sports tape. “Our customers range from elite endurance and outdoor athletes—pro triathletes and skiers—to military personnel, to law school students and night shift merchandisers, RV and truck drivers, just to name a few of our repeat customers,” Liu explained. He noted that there have been attempts to market energy patches in recent years, but CEP is the first to have the credibility of real science, real athlete testimonials, robust product development team, and a rigorous regulatory program supporting market entry.

In addition to energy for the body, typical energy ingredients that are topically applied can bring dull-looking skin back to life. For example, nature-inspired cosmetic brand, New York-based Origins provides tired, dull skin with an energy-boosting moisturizer, GinZing Energy. Its pure and natural active ingredients include caffeine derived from coffee beans and panax ginseng to optimize cellular energy to help keep skin conditioned. It also includes spearmint oil and lemon oil to encourage energy, dispel mental fatigue and to increase concentration and awareness.

Another common use of caffeine in skincare products is found in eye creams. When tired or after waking up in the morning, eyes can show signs of puffiness. An eye-opening fast-fix is caffeine from green tea formulated into creams and gels, which instantly awakens tired, lifeless eyes, and reduces puffiness. New York-based Alba Botanica provides soothing relief with Fast Fix for Puffy Eyes. In addition to caffeine, the product combines cucumber to deflate inflammation. VR

For More Information:
Alba Botanical, (888) 659-7730
EuroPharma Inc., (920) 406-6500
Kannaway LLC, (866) 447-6670
RUNA, (401) 426-9543
Origins Natural Resources, Inc., (800) ORIGINS
XEP Inc., (866) 215-5915
Wojo Nutrition, (913) 827-4125

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