In today’s beverage market, the energy drinks and shots category is leaving its mark as more consumers are relying on the product’s key attribute ― energy ― to get through the day.

The functional attributes of energy drinks have helped the category post growth despite the challenges of the pandemic. Although energy drinks recorded 12.6% growth for the 52 weeks ending May 16, energy shots contracted 3.4%.

Uncle Matt's Organic, Clermont, Fla., launched its Ultimate Shots line and the entrance into this new category. Crafted with a multitude of functional ingredients and powerful probiotics, Uncle Matt's Organic Ultimate Shots aim to aid specific functions such as immune support, digestion and energy.

To help people succeed in getting even more stuff done, 5-hour ENERGY launched its new promotion — as the Official Sponsor of Getting Stuff Done — its largest promotion to date, giving fans the chance to enter to win a share of $100,000 through June 30, it says.

The energy drinks and mixes category is maintaining steady growth. However, energy shot sales are flat and suffer from a lack of competition.

Ethan’s has launched an organic energy shot line packed with a naturally caffeinated herbal infusion of green tea and guayusa extracts that provide balanced energy and focus, the company says.

Reed’s Inc. launched its line of Wellness Shots, a variety pack of organic ginger with anti-inflammatory and antioxidant properties to enhance immune health, the company says.

In response to consumers who want more “pep in their step,” the energy drinks and mixes category is maintaining steady double-digit growth.

Sunday Scaries launched YOLO Shots, a line of CBD-infused caffeine shots.

Function, flavor and convenience remain key growth drivers in the energy drinks and shots category.