Customizing Energy Enhancement

by Lisa Schofield | April 1, 2024

The energy category has branched out but can be confusing. Here’s how to pair the right product with each customer.

Face it, nobody likes to feel drained and unable to muster up enough power to move beyond a snail’s pace. But embracing the day with ASAP vigor is the reason why the energy enhancement category is perennially popular.

But not all energy depletion can be solved with one type of energy product.

Both ingredient suppliers and brands have a variety of solutions to help virtually all your customers to improve energy output, and not just for fitness or sports, but simply to get more out of one’s day, every day.

According to a OnePoll survey of 2,000 adults asking about the impacts the pandemic had on their energy levels, 58 percent said they feel unfocused or disjointed, and that taking a brief nap isn’t a “viable solution.” More than half of the respondents (55 percent) said no amount of rest helps them feel focused, while slightly more (56 percent) believe poor sleep schedules have led to low energy levels.

In addition, a recent survey of U.S. supplement shoppers by New York-based Kyowa Hakko USA, loss of sleep, anxiety, restlessness and energy crashes are among the top concerns when consuming a beverage or dietary supplement to boost energy, pointed out Maria Stanieich, marketing manager.

“How many cells in your body have to be tired before you perceive feeling tired?” This is the question Chris Meletis, ND, director of clinical education for Utah-based Trace Minerals said he likes to ask when lecturing at professional events. He explained that all the cells in the body (approximately 37.2 trillion) run on what he calls a health savings account. They either run at a net positive, net negative or neutral energy quotient.

“If we are deficit spending, it is not sustainable, and merely borrowing from tomorrow’s energy (the quick pick me up) supplement and habit category just speeds up our cellular trajectory to “a relative cellular energy bankruptcy,” Meletis said.

The Energy Sub-Markets

From re-engineered caffeine to pre-workout beverages to an assortment of hyper-zoomie drinks, your “energy section” may need a boost. Sources indicate that there are sub-segments geared toward a type of consumer, and a type of energy.

Stacey Smith, DC, marketing and communications manager, NORAM, Gnosis by Lesaffre (France, Doylestown, PA) observed that the subcategories that can be considered for the overall energy category are distinguished. “Among the several subcategories in the nutritional supplement industry, we typically organize based on ingredients, intended effects, and the target demographics mentioned. Commonly, you’ll find stimulants, adaptogens/nootropics, B vitamins, pre-workouts, energy or sports drinks, and, more recently, natural energy enhancers.”

Alex Berrio, marketing manager with NutraBio Labs in New Jersey, noted that the energy-enhancement category can be divided into two primary subcategories: traditional energy supplements and natural energy boosters. He added that traditional energy supplements usually contain stimulants like caffeine, guarana and taurine (in various doses) which are the hallmark of heavily marketed energy drinks, shots or pills. These forms are commonly favored by demographics seeking rapid and powerful energy boosts, often in enjoyable flavors.

The second category he sees is natural energy boosters, which tend to lean on adaptogens, vitamins and amino acids, among other ingredients to encourage the body to increase its output of energy. “These options appeal to health-conscious individuals who prioritize active nutrition, seeking sustained energy without relying on stimulants,” he said.

“Athletic and health-conscious people are seeking energy products that support the body rather than abuse the body, said Chris Lord, CEO, Can-i Wellness, California. “Using healthy ingredients to support energy, such as B vitamins and green tea extract, rather than loading the body with excessive caffeine is one way the category is evolving.”

Anurag Pande, PhD, vice president scientific affairs, Sabinsa Corp. (East Windsor, NJ), sees several sub-categories performing well in the energy support category, as each “target specific demographics based on health status, lifestyle and energy needs.”

These sub-categories include adaptogenic herbs that promote resilience, amino acids notably BCAAs and proteins (necessary for muscle energy and recovery), B vitamins and minerals, which are necessary for those with high energy demands, such as the elderly, and metabolic enhancing supplements, which optimize the body’s metabolic processes that contributes to improved energy output.

At first blush, it may seem that caffeine can be its own sub-category as it tends to be the one consumers recognize the most. But this ingredient is available in several iterations, and your customers may likely need to learn from you which caffeine product is most suitable for their energy needs.

“There are many variations in the energy enhancement product category. One of these is whether caffeine is part of the formula, and if so, how much,” commented Neil Levin, CCN, DANLA, senior nutrition education manager, NOW, Illinois. In this realm, there are products, such as green tea extracts that contain only a tiny amount of naturally occurring caffeine. Other products contain significant amounts of caffeine, such as hundreds of milligrams; also, this caffeine can either be synthetic or naturally derived by extracting from botanical sources.

For those seeking support of a higher physical energy, athletes for example, supplements, such as creatine, can provide endurance for workouts or competition. Creatine, found primarily in skeletal muscle, acts as a precursor to adenosine triphosphate (ATP), the form of chemical energy used by all cells. Levin explained, “Body stores of creatine create a pool of readily available ATP for energy, which is necessary for fueling quick bursts of power and strength. Studies have demonstrated that creatine supplementation can help to maintain existing muscle tissue, support the growth and development of lean mass, and promote optimal performance during short bouts of intense exercise.”

Forms beyond tablets and capsules are of particular interest among consumers seeking to accelerate their energy. Stanieich stated that as more diverse consumers seek to improve energy, “the energy-enhancement category is ever-changing and rapidly growing. Generally, the subcategories we’ve seen are drinks, gels, bars, gummies, capsules and powders.”

The Caffeine Concern

Meletis noted that some customers want the quick pick-me-up while others seek supporting healthier levels of daily energy, reducing the feeling of flagging during the day. Those seeking support for increased energy through adrenal and mitochondrial support, for example, the concern is how long it will take before they notice improved energy throughout their days.

“And the concern with the quick pick-me-up is whether there will be a crash after the energy and how long the energy will last,” he commented.

Lord explained, “The main concern with most energy supplements is the sometimes dangerous amounts of caffeine in many of these products that can lead to unwanted side effects, such as heart palpitations, insomnia and anxiety. In addition to unhealthy levels of caffeine, these products often contain high amounts of sugars and sugar substitutes as well as dyes and preservatives.”

Indeed, energy-enhancement products are a category that consumers feel quickly, and as such, they may voice some concerns about how that supplement-fueled energy will impact them. Notably, caffeine remains a bit of a boogeyman, fueling some fears.

Berrio assigns the consumer worries about energy-boosting supplements and drinks to questions about their safety, effectiveness, and the clarity of their ingredient lists. “Particularly alarming is the issue of caffeine dosing, with certain products containing up to three to four times the recommended amount of caffeine per serving,” he said. “This discrepancy is especially worrisome for consumers, particularly younger demographics, who may be unaware of safe caffeine consumption.”

Randy Kreienbrink, vice president of sales, Artemis International, substantiated these observations: “Consumers are worried about consuming excessive amounts of caffeine because they don’t want to end up restless, jittery, and struggling to fall asleep when they want to.”

Instead, he said, there is higher demand for “all natural” ingredients with proven benefits to deliver sustaining energy. “Even Gen Z, the largest consumer of energy drinks such as Monster and Red Bull, are asking for healthier alternatives,” he said.

According to Berrio, there remains a prevailing notion among fitness enthusiasts and athletes that higher caffeine content leads to superior performance. According to Levin, up to 400 mg caffeine daily is safe for most people, while others may be more sensitive to the stimulant effects.

Levin underscored, “Three out of four athletes are known to consume caffeine before or during sports competition, according to studies. Caffeine is one of the most studied supplements in the world. However, caffeine may increase or decrease exercise performance, which can make it challenging to predict its impact on any given individual.”

An athlete’s point of view comes from Dana Torres, a 12-time Olympic medalist in swimming who serves as ambassador for Can-I Boost. “When I’m looking for energy products, I want to make sure there’s not a ton of caffeine and the product contains all-natural ingredients. I don’t want to take something that’s going to make me on edge either.”

She advises retailers to “make sure there’s something on the products that says it’s a part of safe sport or that you have access to the certificate of analysis for the product. That’s the biggest issue with finding something that’s not on the banned drug list.”

Energy Products to Ponder

The pool of energy support products is quite large, but your shelf space dedicated to this category is more finite. Catering to athletes and fitness enthusiasts as well as students, gamers, moms and seniors through the variety of products will make this section lively.

Select energy offerings from Trace Minerals Research include Trace Minerals’ Power Paks, ZeroLyte, ConcenTrace and Trace Mineral Drops. “The minerals potassium, calcium, and magnesium are very prevalent minerals that are low in most individuals,” said Meletis. “This is one reason my patients report feeling that they feel the needle move when it comes to their energy when Power Paks, ZeroLyte, ConcenTrace and Trace Mineral Drops. In the form of powdered or liquid beverage approaches, the more rapid absorption versus breaking down a pill can help support nutrient delivery and customer expectations of feeling the difference.”

NutraBio’s CaffPlus is an energy supplement formulated to provide sustained energy and heightened mental acuity without the typical drawbacks of caffeine intake and artificial additives, according to Berrio. “Combining 150 mg of caffeine sourced from two clinically studied, trademarked sources – Infinergy and PurCaf – this innovative formula ensures a seamless energy boost without the jitters or post caffeine crash.”

CaffPlus also includes 200 mg of TheaPure L-theanine for promoting mental focus and acuity. Berrio said. “CaffPlus’s flexibility in dosing allows users to tailor their energy experience according to their needs—from a gentle lift with one capsule to a more intense surge with two. This product works for customers who are gearing up for a workout, diving into a work project, or need a midday pick-me-up.”

NOW Sports recently introduced Sustained Energy, which delivers caffeine and nutrients to promote sustained energy production and mental alertness. It contains B vitamins and cofactors chromium, magnesium malate and L-carnitine to aid energy production. The formula also features a blend of 120 mg of immediate- and sustained-release caffeine (equivalent to about one cup of coffee) for quick-acting and prolonged energy lasting for hours. And L-tyrosine and iodine are included to support optimal thyroid function.

Many consumers prefer a gentler type of caffeine, such as that naturally occurring in green tea. “NOW offers green tea extracts, which are some of the most popular energy supplements in our product line,” noted Levin. “While these typically are considered low caffeine products, the polyphenols in green tea also have beneficial effects on body metabolism that support healthy energy production. Our Thermo Green Tea capsules would be one such product.”

NOW ENERGY addresses energy production via thermogenesis (fat burning). It contains such as chromium, iodine, B vitamins, green tea, Panax ginseng, and rhodiola to support thermogenesis, energy production, and adrenal function. According to Levin, its caffeine content (64 mg) comes from herbal ingredients such as guarana, yerba mate and green tea.

For those customers who are pill tired and don’t want to boost their energy via a beverage, there’s a spray product – Can-i-Boost from Can-I Wellness, which provides several advantages, according to Lord. It has one-seventh amount of caffeine than one cup of coffee without the jitters; is fast acting (three to six times faster than other supplement forms), and has up to eight times higher absorption than a gummy or pill, according to Lord.

He commented, “For retailers where yield for space is so important, there are many advantages of oral sprays. In an industry that’s known for beverages that are bulky and heavy and have a short lifespan, a high-yield, minimal-space, long shelf-life product is an ideal proposition for both retailers and consumers.”

Ingredients to Look For

There are quite a few branded, researched ingredients that are featured in energy formulas, but here are a few that may stand out.

Gnosis by Lesaffre has just launched a new natural energy solution ingredient, LANDKIND Pure Salidroside, derived from rhodiola (rosea or crenulata), a botanical used and studied for its effects on performance and energy levels. José Luis Pinedo Rivera, product manager, new molecules, described LANDKIND Pure Salidroside as a “bioengineered compound, whose safety is ensured by toxicological studies, with supporting clinical data.”

The results of a clinical study show Salidroside supplementation may be an effective way to enhance oxygen uptake during exercise. Additionally, noted Pinedo Rivera, it has the potential to mitigate performance decline associated with accumulated fatigue.

Among the science-backed ingredients Sabinsa has, its C3 Reduct can enhance energy. According to Pande, the active metabolites from turmeric curcuminoids in Sabinsa’s C3 Reduct increase the AMP kinase levels to maintain cellular energy and metabolism. It is also an excellent antioxidant. The dosage level for C3 Reduct is 120-200 mg per day.

For boosting mental energy, Cognizin from Kyowa Hakko is a patented form of citicoline, shown to promote mental energy and acuity. According to Stanieich, Cognizin, which is featured in more than 200 supplements and functional beverages, has been shown in healthy middle-aged participants to improve mental energy output such as focus and concentration.

An herb known mostly for men’s health, Tongkat Ali, provides energy boosts while promoting androgenic balance. LJ100, from Florida-based HP Ingredients, is a proprietary extract of Tongkat Ali, with human studies demonstrating its ability to increase energy during endurance exercising through encouraging desirable anabolic balance (higher testosterone, lower cortisol).

Artemis International has recently begun supplying natural caffeine-based guarana, spurred by consistent requests from current customers, according to Kreienbrink. “Extensive research on our part convinced us that the natural energy ingredient market would only continue to grow,” he related.

CaffXtend from Nutriventia is a patent-pending natural source of caffeine that has been shown in a study to deliver caffeine consistently for 12 hours and doesn’t promote a caffeine crash or jitters.

A mushroom—cordyceps—is a known energizer, especially appreciated for endurance sports, according to Nirmal Nair, founder/CEO of Sempera Organics, which offers Performance Core blend. “The compounds in cordyceps (e.g., cordycepin, cordycepic acid and adenosine) help stave off or reduce adrenal fatigue and adrenal depletion and helping to balance energy-leaching cortisol levels. This support leads to increased energy, stamina and endurance,” he described.

No matter the time of year or the customer’s lifestyle, the demand for sustained and/or increased energy will continue. This category should be … energetic! VR

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Pepper Power!

In the foodie world peppers are hot—figuratively and really. One only has to look at the expanding hot sauce market and the flavored snacks and sauces to see that people love their peppers. And—fun fact—the hottest pepper as measured by Scoville Heat Units is the Pepper X at 2,693,000, supplanting the previous recordholder, the Carolina Reaper (between 1,400,000 and 2,200,000).

What does this have to do with energy? Capsaicin.

Now, while most customers will likely not ingest an incendiary pepper such as X, or the Carolina Reaper, chili peppers are the ones consumers who like heat choose.

Researchers have found that capsaicin, which is the active phytochemical in hot peppers, not only helps soothe and relieve discomfort—it helps speed up metabolism, which translates to more energy. In 2008, researcher Yasser Mahmoud found that capsaicin can create “heat” in a more direct manner by altering the activity of a muscle protein called SERCA.

Normally, he explained, muscle contraction initiates following the release of a wave of calcium ions from a compartment called the sarcoplasmic reticulum (SR); SERCA then actively pumps the calcium back into the SR (using ATP energy), causing muscle relaxation and renewing the cycle.

However, capsaicin can attach to SERCA and “uncouple” this pumping activity; that is, the protein still burns ATP energy but doesn’t use it to pump calcium. Mahmoud noted that capsaicin is the first natural compound known to augment the thermogenesis process.