New Insight Report: Energy, Reimagined

For years, the energy category has been dominated by products that promise an immediate boost, only to leave consumers dealing with jitters, crashes, or disrupted sleep. But expectations are changing. Today’s consumers increasingly recognize that sustained energy is about more than stimulants—it’s about supporting the body’s natural systems that drive mental clarity, physical performance, metabolic health, and endurance throughout the day.

The market opportunity is significant. In fact, 63% of global consumers are looking to improve their energy levels over the next 12 months,¹ while energy is now the top health benefit consumers seek from nutritional supplements.² Consumers are also shifting away from quick stimulation, favoring products that support productivity, focus, and long-lasting performance without compromising recovery or sleep.³

At the same time, traditional energy products are losing favor. Nearly half of consumers ages 25–34 associate caffeine with anxiety and energy crashes,⁴ while many actively seek cleaner, lower-caffeine alternatives that provide cognitive performance without unwanted side effects.⁵ As brands look to differentiate in an evolving marketplace, it’s clear that the future of energy lies in a more holistic, science-backed approach.

Our latest insight report—Energy, Reimagined—explores how the industry can move beyond the outdated “boost-and-crash” model by supporting the body’s interconnected energy systems. Rather than relying on a single ingredient or mechanism, the report introduces a comprehensive framework that addresses four key drivers of energy:

• Metabolic energy to support healthy glucose utilization and sustained fuel availability
• Muscular energy to enhance strength, endurance, and efficient protein utilization
• Circulatory energy to improve blood flow and oxygen delivery throughout the body
• Cognitive energy to promote focus, mental performance, and lasting productivity

The report also highlights how Everwell Health’s portfolio of clinically studied ingredients—including Chromax^®, MyoVera^™, Nitrosigine^®, and nooLVL^®—helps brands formulate energy products that support consumers to deliver sustainable performance instead of temporary stimulation.

Download the full Energy, Reimagined insight report to discover the consumer trends, market data, and ingredient science shaping the next generation of energy innovation.

¹ FMCG Gurus, “Nootropics and Brain Fuel – A Switch in Focus Within the Cognitive Health Market Trend Report”,  2026.

² FMCG Gurus, “The Active Nutrition Shift in 2026 – Global Report”, 2026.

³ Mintel, “The next wave of clean energy delivers a gentler boost”, 2026.

⁴ Mintel, “Snack Bars Can Own the Mental Focus Moment”, 2025.

⁵ Mintel, “Energy Drinks”, US, 2026.