Singing the 'Energy Blues'
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[Sports Nutrition] Vol. 15 No. 1 January 2010 Singing the 'Energy Blues' By Heather Granato, Group Editorial Director As the pace of life quickens, it’s no wonder many consumers are feeling run-down and in need of a pick-me-up. As “The Energy Blues,” part of ABC’s “Schoolhouse Rock,” pointed out in the late 1970s, “Sometimes I think I’m running out of energy.” Enhancement of energy, both mental and physical, is a major consumer issue. At a SupplySide West pre-conference workshop on energy beverages and shots, Tom Vierhile, Datamonitor, presented results of a 2008 survey that found 53 percent of consumers pay a very high or high amount of attention to their mental well-being (feeling alert and able to concentrate), while 50 percent pay similar attention to having enough physical energy or stamina. This heightened focus has paid off on the shelf, as the U.S. energy drink market is now a $4.8 billion industry, according to Mintel, with consumption on the rise across demographic categories. And there’s still opportunity, considering U.S. per capita spending on energy drinks was only around $15 per person in 2008—significantly less than the United Kingdom, where per cap spending was near $40 on energy drinks. And that’s before diving into the explosive growth seen in the energy shot category, where sales were estimated by Convenience Store News to reach $700 million in 2009, more than double from the year previous. “Even though the economy has been difficult, energy drink sales have remained strong and energy shots are expected to almost double in 2009,” said Raj Khankari, Ph.D., CEO, Bioenergy. The reason is simple, he said. “One of the most common complaints we hear [from consumers] is, ‘I’m tired,’ so it’s no surprise the market is buying energy-enhancing products for alleviating fatigue and feeling better.” The market is responding with more options to deliver that energy. “Beverages seem to be the most popular form currently because they pack a lot of punch into an easily carried and consumed product,” said David Pfefer, manager of fortification, Caravan Ingredients. “The more concentrated shots are easier to carry in backpacks and purses, but rely more on their vitamins, minerals, enzymes and botanical components than they do on nutritive sweeteners.” On his radar for innovative delivery: an ‘energy patch’ containing caffeine, B12 and coenzyme Q10 (CoQ10). Khankari has also seen a shift in the energy market. “Beverages have been the product form of choice in large part because that is what has been offered to consumers,” he said. “However, consumers typically purchase what is most convenient for them, depending on their age and the activity for which it is being used. The transition from energy drinks to energy shots is one of convenience—it’s less to drink, but yet still provides satisfaction and increased energy. A significant number of the new products introduced have been in the convenient energy shot form. Gels, chews and sachets are all new forms for on-the-go consumption.” Pat Schneider, chief business officer, Unigen Nutraceuticals, agreed convenience was a driving force in the market. “Shots will continue to remain strong in the male demographic of 18 to 35 years olds due to convenience and rapid onset of action without having to consume massive amounts of liquids,” www.naturalproductsinsider.com Page 1 [Sports Nutrition] Vol. 15 No. 1 January 2010 she said. However, she cited newer formulations such as stick packs of powder that are even easier to transport and can deliver the kick without the liquid and calories. Understanding the requirements of the target audience is the first step for companies investigating entering the energy market. “One of the first questions one should ask is what is the market segment you are targeting,” Pfefer advised. “Is it adults, athletes, kids, geriatrics or mothers-to-be? Each segment is looking for different virtues and has different physiological needs. Formulations should be tailored to meet those specific needs.” He also encouraged companies to take a conservative approach in formulation. “One must consider how the consumer may use, or misuse, the product and make sure the formulation levels of all the ingredients are safe and suitable, even if misused by the consumer,” he said. This is particularly important if a product will include stimulant ingredients. “Manufacturers really need to be careful about using stimulants in energy products,” Green said. “Energy shots have received some negative publicity lately due to their high caffeine content. They usually contain a relatively strong level of pure caffeine and/or herbs containing caffeine.” Instead, Khankari advised looking at the types of ingredients and making sure to deliver efficacious dosages for the desired effect. “The dose should have supporting science that demonstrates an impact on key energy measurements such as oxygen uptake, net energy expenditure and heart rate to metabolic equivalents (METS) ratio,” he said. “A company must also consider any potential interactions between the ingredients utilized, safety and purity of the ingredient.” Ingredients for Efficacy There are obviously some high-profile ingredients in the energy market, and some studies have shown benefits to mental performance and alertness after consuming energy drinks. A study involving 36 adults consuming Red Bull Energy Drink found consumption significantly improved aerobic and anaerobic performance during exercise, and significantly improved mental performance, including concentration and memory.1 Another trial found consuming an energy drink containing caffeine, taurine and glucuronolactone could improve reaction time in sleepy adults.2 In his SupplySide West presentation, Vierhile noted the most common energizing ingredients are caffeine, taurine, ginseng and guarana; in fact, almost 500 new products with added caffeine were released globally in 2008. In addition to those ingredients, others commonly seen on the label and in “proprietary” blends are additional amino acids such as carnitine, B vitamins and other caffeine- containing herbs. Obviously, caffeine is the best-known ingredient in energy products, whether drinks or otherwise. WebMD noted moderate intake of caffeine can improve alertness, concentration and energy, and may improve immune function and reduce the risk of type 2 diabetes and colorectal cancer.3 In a meta-analysis of studies on energy drinks, London researchers concluded that studies show such products benefit cognitive performance, but attributed the findings primarily to the presence of caffeine, suggesting further investigation is needed as to the benefits of the other ingredients in the products.4 www.naturalproductsinsider.com Page 2 [Sports Nutrition] Vol. 15 No. 1 January 2010 However, there are also possible side effects, particularly when caffeine is consumed in large quantities, including nervousness, irritability, sleeplessness and stomach upset. To address rising consumer concerns about the health effects of caffeine, the International Food Information Council (IFIC) developed an online education course on the topic.5 The course includes a comparison of the amount of caffeine in different foods and beverages, and a review of the health impacts of caffeine, noting moderation is key to realize benefits. At the same time, consumers are looking for more “natural” ingredients, a demand which has driven the inclusion of caffeine-containing botanicals in energy products. Green tea, the unfermented dried leaves of Camilla sinensis, delivers beneficial polyphenols as well as natural caffeine, and exerts benefits including weight management6 and cancer prevention.7 Guarana (Paullinia cupana) is a rainforest vine domesticated in the Amazon for its caffeine-rich fruits; it has been used as a tonic and became a national soda in Brazil in the early 1900s.8 Maté, also known as yerba maté, is also sourced from South America, and was traditionally used as a stimulant, diuretic and eupeptic tonic, effects attributed to its natural xanthene alkaloids.9 And cola, or kola nut, native to West Africa, also contains methylxanthine alkaloids; the nuts were traditionally chewed for stimulant effects and as an appetite suppressant.10 Other botanicals appear to bolster energy levels without serving up caffeine. Green said Nutratech is seeing increasing interest in thermogenic compounds, including bitter orange (Citrus aurantium), which the company supplies as the branded ingredient Advantra Z®. “Thermogenesis increases the resting metabolic rate and the rate at which fat is released from body stores and broken down to help burn calories,” Green said. “That, in turn, helps generate sustained energy.” Green explained Advantra Z activates beta-3 receptors, thereby triggering thermogenesis in brown adipose tissue. In a study out of West Sussex, England, sedentary males who consumed a combination of Advantra Z, green tea and guarana had increased ATP production at rest and during a treadmill test.11 Similarly, healthy adults who consumed a dietary supplement containing caffeine and Advantra Z perceived exercise as significantly less strenuous, improving exercise tolerance by 83 percent.12 Ginseng also has a reputation for increasing energy; in fact, its genus name Panax comes from the Greek words meaning “cure all,” and it was traditionally used in Asian medicine as an adaptogenic tonic to replenish qi, vital energy. The German Commission E approved Asian ginseng (Panax ginseng) as a tonic for invigoration and fortification in times of