Hangover Preventing Healthy Energy Drink - Is this the future for the Energy Drinks Market?

Energy drinks are suffering from a serious bout of bad press lately. Emerging reports have linked the consumption of energy drinks to several recent deaths including a 31-year old Swedish woman who died after clubbing and drinking energy drinks, and an 18 year old Irish boy who died after a Basketball match where he consumed four cans of energy drink. The race is on now for beverage companies to provide a product that they can disassociate with the traditional energy drink.

NOHO, an American-based beverage company, has been hot on the lead and recently developed a range of stimulating drinks that offer a healthy alternative to energy drinks. NOHO Gold is the first product in their range to be released and boasts a ‘sparkling, light-ginger flavour that is completely free from caffeine and energy ingredients’. The company claims that this product has been released due to consumer demand as we begin to understand the dangers of energy drinks. The market potential for NOHO Gold goes beyond this however, as it has been developed to be the perfect mixer. Fortified with vitamins and minerals, it has been claimed by the company to actively help the body prevent hangovers with its hydrating properties.

The ‘hangover prevention’ claim has yet to be proven, but it demonstrates the way that the energy drinks market is changing to reflect consumer trends and increasing health-awareness. There’s no doubting that energy drinks companies will continue to refute these claims that their products can lead to death, because there is a great deal of money at stake, but it’s likely that we will see a gradual evolution of energy drinks towards products such as NOHO Gold in the future.

Whether you are within the beverage industry, or a business interested in the energy drinks market, business intelligence is vital to ensure that you are keeping up with competitors such as NOHO. The Industry Report Store has an excellent report detailing the position of the energy drinks market in 2013. As well as a comprehensive analysis of where the market currently is, this report also illustrates the future trends in the industry, which is where businesses can pin-point opportunities for future market potential.

To find out more about this report click here: The Global Energy DrinksReport 2013

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