There is no shortage of new product launches within the energy drink and shot sector. According to the Netherlands-based Innova Market Insights’ database, 124 energy drink and shot products launched in the United States in 2012. Of those product launches, energy/alertness was the top health positioning.
And when it comes to finding sources for energy-inducing products, beverage-makers have their fair share of options. According to Innova, vitamin B12 was the most used ingredient, appearing in 43.3 percent of energy product launches in the United States in 2012. And many other ingredients also are associated with energy-boosting qualities. Of the U.S. energy drink and shot launches in 2012, vitamin B6, caffeine, vitamin B3 and taurine were in 40.6, 31.5, 26 and 21.2 percent of products, respectively, based on Innova data. Vitamin B2, guarana, green tea catechins and yerba mate also were popular ingredients.