Full Steam Ahead

by Eric Munson | June 1, 2025

Fueling consumers with natural energy alternatives.

According to Allied Market Research, the energy supplement market has exploded mainly due to a sharp increase in health consciousness and a departure from synthetic or chemical-based ingredients. The market was valued at $83.5 billion in 2021 and is expected to grow to $152.5 billion by 2031 at a compound annual growth rate (CAGR) of 6.4 percent.

The market has especially expanded to the younger generation as they place more emphasis on physical activity such as exercise, yoga and cycling to maintain their health and fitness. Many consumers have become health conscious and turning toward active lifestyles, nutrition and dietary supplements. As this happens, people are increasingly moving away from traditional energy products. “Clean” and natural supplements have quickly gained traction in the market.

“People are leading stressful, fast-paced lives—those juggling work, family and everything in between—and are looking for a natural way to stay energized, focused and resilient throughout the day,” said Slawomir Gromadzki, nutritionist at California-based HealthAid America.

Looking for Natural Alternatives

Energy supplements resonate most with health-conscious consumers who are intentional and mindful about their choices. Consumers are often looking for functional benefits and seeking out products that align with their wellness goals, according to Taryn Hernandez, sales coordinator at The Frozen Bean (Rancho Cucamonga, CA).

“There’s growing demand for multifunctional products that provide energy, hydration and relaxation, supporting their long-term health and wellness goals,” Hernandez said. “Amid rising levels of stress, anxiety and burnout, these individuals are seeking clean, effective ingredients that help maintain focus and energy throughout the day while also promoting overall balance and well-being.”

According to Retailer Brian Mosser, business development director at Get Healthy in Brooksville and Spring Hill, FL, many people who come into his stores looking for “energizing supplements” are typically overworked, stressed or getting inadequate sleep.

“We have all sorts of customers who are interested in products to help them feel energized. Often, though, as customers start to get closer to midlife, they start to see their energy levels shift,” said Retailer Rosanne Reinartz, general manager and co-owner of Wayne and Mary’s Nutrition Centers in Sioux Falls, SD. “Aging, stress, disrupted sleep and other health concerns can all impact energy levels and this age group and older are more likely to come in for products to help them feel more energetic.”

Kathryn Kelly, marketing manager at Texas-based Lily of the Desert, said people want to optimize their performance without compromising on clean ingredients. This includes fitness enthusiasts, weekend warriors, runners and busy professionals who want sustained energy, hydration, recovery and support. They are looking for multi-benefit products that fit into their busy lifestyles.

“Energy is one of the key products driving the growth in the active/sports nutrition category, which is continuing to see robust growth driven by rising innovation, health consciousness and other fitness trends. These products are being used by a wider audience than in the past, from Gen Z to active aging consumers,” said Bryan Morin, sports brand manager at NOW (Bloomingdale, IL).

“With more people exercising on a regular basis and the increasing demands of daily life, consumers are feeling worn out and requesting items that offer additional support to help balance their lifestyles,” added Jeanne M. Rocco, MS, RDN, national educator at Piping Rock Health Products (Bohemia, NY).

Energizing Trends

According to Hernandez, the category is evolving from consumers who are no longer looking for a caffeine hit. They want functional, multi-benefit products that support energy, focus, hydration and mood. Ingredients, such as adaptogenic herbs, electrolytes and B vitamins, have been gaining traction.

“The demand is clear: people want sustained energy without the crash, and they’re gravitating toward products that support their lifestyle and long-term health,” Hernandez said.

Gromadzki observed a clear shift toward more functional formulas. He agreed with Hernandez that consumers are moving away from quick fixes and synthetic stimulants and are instead looking for natural sources that support their health goals, such as adaptogens.

“Ingredients like adaptogens and functional mushrooms have gained tremendous traction, as people look for products that not only boost energy, but also help manage stress, support focus and enhance endurance,” Gromadzki said.

Reinartz agreed with Gromadzki and Hernandez, noting more companies are moving away from caffeine and pivoting to adaptogens. Combining B vitamins with rhodiola, ginseng and medicinal mushrooms is also becoming more common.

“We’ve seen a greater interest in mitochondrial health to support energy at a cellular level. Nutrients like NMN, PQQ and glutathione are gaining popularity,” Reinartz said. “Also, more consumers are looking to optimize hormones so they’re more attuned to adrenal and thyroid health. More natural health practitioners are testing for optimal levels, giving customers more information and tools to support their body.”

Kelly added that there is a major shift toward multi-function formulations.

“Consumers are steering away from caffeine and high-sugar energy drinks and are instead looking for plant-based, electrolyte-infused products that offer steady energy and support hydration,” Kelly said. “The demand for multi-functional stick packs and on-the-go formats continues to grow, especially among consumers who value convenience without compromise.”

According to Morin, consumers are looking for energy-building products beyond the traditional and are seeking healthier versions of mainstream offerings.

“They want a more comprehensive formula that will give them long-lasting energy, mental focus and often other added benefits,” Morin said. “We’re seeing a lot of creativity in delivery systems that deliver an energy boost beyond the traditional beverages, such as gels, gummies, stick packs and even chocolates.”

Mosser agreed with Kelly and Morin, stating, “I’ve seen more customers coming in for energy drinks or alternatives to the mass market Monster or Red Bull drinks and feel like they’re doing better by getting a more natural option from our stores. This then generally leads into deeper conversation regarding what other products we might have to help with energy.”

Products and Ingredients

The use of herbal and botanical ingredients is becoming increasingly common for natural energy supplement formulations.

Mosser said he steers clear of caffeine-based supplements and prefers to look at supplements like Terry Naturally Red Ginseng, AdrenaPlex or other adaptogenic herbs. Reinartz also recommends Red Ginseng as well as coenzymated B vitamins, rhodiola, lion’s mane and creatine.

HealthAid’s Sibergin is a standout in the energy support category, the company stated. It features premium, quality eleuthero root extract in a 5:1 ratio and is known for its adaptogenic properties, helping the body adapt to physical and mental stress over time, and promoting balanced, sustained energy throughout the day, Gromadzki explained.

“Ideal for those with busy demanding lifestyles, Sibergin is popular among athletes, professionals and anyone looking to boost stamina and reduce fatigue—without the overstimulation,” Gromadzki said. “Whether you’re training, working or just managing everyday stress, Sibergin supports endurance, mental clarity and overall resistance.”

EcoSport from Lily of the Desert provides feel-good energy powered by B vitamins and aloe. Kelly explained B12 supports the reduction of tiredness and fatigue, B6 supports mood and energy, niacin (B3) supports turning carbohydrates into energy, thiamin (B1) supports muscles and the nervous system, and riboflavin (B2) supports healthy cellular energy production.

“Together, these B vitamins and our signature Aloesorb, a clinically studied aloe vera extract that supports absorptions and hydration, work together like your body’s pit crew,” Kelly said. “Whether you’re chasing PR goals, or chasing your kids, EcoSport is going to give you that natural boost to keep moving!”

Kelly added current science says to “ditch the crash, fuel the system.” The best energy isn’t a quick jolt, it’s about supporting the body’s natural energy engines, which is why Lily of the Desert is concerned about its ingredient choices.

“There’s also an interest in how well the body can absorb and use nutrients. This is where aloe vera including our proprietary Aloesorb plays a role, by supporting nutrient absorption and hydration!” Kelly said. “Bottom line? Effective energy starts from within, and today’s formulas are designed to work with your body to help you feel your best.”

The Frozen Bean manufactures Sunkist Hydration and Collagen, a convenient, great-tasting stick pack that blends function with flavor.

“It contains essential B vitamins like B6 and B12, vitamin C and zinc to support natural energy production, along with electrolytes for efficient hydration,” Hernandez explained. “The addition of collagen provides benefits for skin, hair, nails and joint health, making it a well-rounded product that supports energy, beauty and mobility in one simple step.”

Hernandez added current scientific research is focused on how to support the body’s natural energy systems at the cellular level.

“ATP is the body’s main energy currency, and it relies on nutrients like B vitamins, vitamin C, iron, magnesium and zinc to function efficiently,” Hernandez explained. “These nutrients help fuel energy production and play a key role in sustaining physical and mental performance. Today’s energy products can meet foundational needs to nourish and support the body’s own energy production pathways.”

Piping Rock is the owner of Rainbow Light, a Florida-based supplement manufacturer. Rainbow Light’s Performance Energy for Men+ is a complete multivitamin that offers real food nutrients for whole-body support for men.* This comprehensive supplement delivers a system of nutrients in optimal potencies that work synergistically to fortify the body and help support energy and vitality in active men,* Rocco explained.

“This formula includes nitric oxide precursors such as L-arginine and L-citrulline.* Nitric oxide precursors such as L-arginine and L-citrulline have been clinically studied and may positively impact sport performance through several physiological and metabolic mechanisms,*” Rocco said. “This non-GMO (genetically modified organism), vegetarian and gluten-free product also offers a potent B vitamin complex, American ginseng, eleuthero and organic spirulina.”

NOW Sports Energy Extreme is formulated to supply the nutrients to promote sustained energy production and mental alertness.* With a full complement of B vitamins and cofactors, such as chromium, magnesium malate and carnitine, it delivers what cells need most to drive energy production,* Morin explained.

The formula also contains tyrosine and iodine for thyroid function and a blend of herbal adaptogens to help cope with intense activity.* Naturally occurring caffeine helps consumers stay alert and supports thermogenesis,* according to Morin.

“The majority of NOW Sports products, including Energy Extreme, are third-party certified by Informed Sport, a global quality assurance program for sports nutrition products, suppliers and manufacturers,” Morin said. “The program certifies that every batch of a supplement product bearing the Informed Sport logo has been tested for banned substances by LGC’s world-class sports anti-doping laboratory.”

Retailers Fueling Customers

Gromadzki noted that retailers play a vital role in helping customers by offering education. “It starts with understanding that energy isn’t just about a quick boost—it’s about consistent, balanced support for the body and mind,” Gromadzki said. “Retailers can guide customers toward options that focus on whole-body wellness: products that support stress management, nutrient absorption and cellular energy production.”

Gromadzki added staff training is also important. Educated staff who can explain the difference between stimulants and adaptogens, or why someone might need B vitamins or magnesium, can build trust and improve customer outcomes, he explained.

“Retailers are uniquely positioned to guide consumers toward smarter energy solutions. By spotlighting products with ingredients such as macronutrients like vitamins and minerals, and stress balancing herbs like adaptogens, retailers can offer customers effective, sustainable options that align with their wellness goals,” Hernandez said.

Morin added that retailers should promote other benefits to energy-building products besides caffeine to set them apart from mainstream offerings. Caffeine can still be beneficial, but it shouldn’t be the main selling point.

“And we highlight products containing alternatives to conventional caffeine, such as sustained-release caffeine or caffeine extracted from a botanical source rather than synthesized forms,” Morin said. “When suggesting products supported by clinical studies for safety and efficacy, describe them clearly in terms of structure/function claims. Giving customers an opportunity to taste products is always a good idea, especially since the flavor of the long-time market leading energy drink can be polarizing.”

Mosser said he educates customers on the importance of proper nutrition, high quality supplements, adequate sleep and exercise. And, reinartz said her staff takes time with customers to ask lots of questions, which helps them better understand the customer’s specific situation to better educate them on how various nutrients support the body.

“A customer who doesn’t sleep well will have a different starting point from someone dealing with hormone insufficiency. We ask questions to get customers reflecting on their body, any recent conversations with their doctor, and their routines and habits so they can better understand what approaches might be most impactful for them,” Reinartz said. “This guides us to the best options for the customer’s goal and what dietary or lifestyle factors will play a role so they can tackle it holistically. We also talk with customers about what to expect—certain nutrients may have a noticeable effect on the body very quickly, while others work better over time. This information helps the customer find more success with the products they use.”VR

*These statements have not been evaluated by the Food and Drug Administration. This product is not intended to diagnose, treat, cure or prevent any disease.