While attention has focused on activity in the energy drinks market, a counter trend related to natural energy, anti-stress and relaxation drinks has started to emerge. Innova Market Insights noted that more than 450 energy drinks were launched globally in the first nine months of 2009. It also reported a growing, if much more limited, interest in caffeine-free drinks based on natural, often herbal, energy ingredients that provide a more balanced energy lift. Products designed for relaxation have been marketed under titles such as “anti energy drinks” and “relaxation shots.” Use of these types of products has started to move from Japan and into Western markets, particularly the U.S. The first launches were in 2007, but interest levels have started to rise more recently with increasing levels of product activity, according to Innova.