Energy drinks are a rapidly growing category. According to the Energy Drinks Market Report , The global energy drinks market size was estimated at USD 85.25 billion in 2025 and is projected to reach USD 158.53 billion by 2033, growing at a CAGR of 8.1% from 2026 to 2033. North America dominated the global energy drinks market with the largest revenue share of 37.0% in 2025.

This growth is tied to increasing numbers of people turning to them instead of coffee, soda, and even alcohol. In recent years, social media, especially TikTok, have also become a major influence of consumers’ purchasing habits. This is a large, still-growing category—not saturated yet, just evolving.

From extreme performance to everyday wellness

Energy drinks are generally caffeine containing beverages with other ingredients added with the intention of enhancing energy levels and alertness.

Traditionally, these products have been high in caffeine and sugar (or relying heavily on artificial sweeteners) and geared more towards male consumers and in extreme sorts categories. There has been a more recent shift in this category from “energy at all costs” towards “energy with intention” and with more women, wellness-focused consumers and busy professionals purchasing energy drinks. They’re becoming more of a lifestyle beverage. They’re becoming more competitive with coffee and ready-to-drink beverages, increasingly positioned as a functional coffee alternative.

This has led to the development of more products with functional effects such as added vitamins, minerals , adaptogens and ingredients to enhance cognitive support, mood and focus. We’re also seeing increased demand for lower sugar and sugar-free options as well as for natural ingredients and “better-for-you” formulations.

Consumers increasingly use energy drinks for promoting mental functioning, productivity and everyday fatigue management. The demand is driven by busy lifestyles and today’s multitasking culture. However, it’s less about pulling all-nighters and more just getting through the day.

Inside the new wave of functional energy drinks

Today’s energy drink landscape looks very different from the era dominated by extreme sports sponsorships and neon-colored cans promising maximum stimulation. A growing wave of brands is positioning itself around “cleaner” ingredients, functional wellness benefits, and lifestyle integration—often targeting consumers who may never have identified as traditional energy drink users in the first place.

Brands like Gorgie , for example, reflect the category’s pivot toward wellness-forward branding and female consumers. Founder Michelle Cordeiro Grant describes the company as “modern energy,” emphasizing ingredients like green tea caffeine and L-theanine alongside bright, lifestyle-oriented branding that intentionally contrasts with the darker aesthetic long associated with the category.

Cordeiro Grant shares, “We are primarily female but lean dual gender. Women bring it into the house but we’re also in the refrigerators of finance firms and golf clubs. We actually started in the Natural channel and then worked our way to mass and convenience, while most energy drinks start in convenience. This was a way to show that in households women are focused on wellness.”

She adds that the brand was built through connecting with their community first. “We started asking people on TikTok, focus groups, and events, and they picked the logo, flavors. It was creator and community led and I think that’s a huge part of how it grew.”

Accelerator Active Energy, meanwhile, is leaning into the overlap between performance beverages and wellness culture. The company highlights naturally sourced caffeine from green tea, zero sugar formulations and functional ingredients like CoQ10, while positioning its products around “sustained performance” rather than quick stimulation.

Ashley Frey, Chief Customer Officer of Accelerator Active Energy, says, “Accelerator was designed for people balancing high-output lifestyles, whether that’s athletics, training, work, travel, studying or packed daily schedules. From the beginning, we wanted the brand to feel more approachable, lifestyle-driven, and wellness-minded without sacrificing flavor, functionality or performance.

“People still want energy” she explains, “but they’re increasingly looking for cleaner ingredients, sustained performance and products that fit naturally into their everyday routines without the crash traditionally associated with the category. That shift has influenced not only our product development, but also how we think about the overall consumer experience—from ingredient transparency and functionality to flavor innovation and brand accessibility.”

When developing the products, she adds, making sure their benefits were backed by actual science was a priority. “Accelerator is clinically proven to support sustained energy, focus, reaction time, and metabolic activity, burning an average of 165 calories per can, as shown in a recent randomized, double-blind, placebo-controlled study published in Nutrients . Being NSF Certified for Sport® was another key priority as we established credibility within the performance space and worked alongside investors who are athletes and utilize our product daily.”

Smaller-format products are also gaining traction. For example, Ryde: markets portable two-ounce wellness shots formulated around specific use cases such as focus, energy, relaxation, and sleep support—reflecting the broader trend toward functional beverages tailored to everyday routines.

Andre Denishuck , General Manager, Wellness and Stimulation USA at Ryde:, shares, “When we looked at the category, it became clear there was a strong consumer need for a product that could deliver real, efficacious benefits in a highly convenient format. That insight became our north star. Many traditional players in the category have historically leaned into extremes, while today’s consumers are looking for functional products that fit more seamlessly into their daily lives. That’s what led us to build Ryde:. Our two-ounce shorts are designed around real-life moments - when you want focus, relaxation, and yes, energy, offering convenient, science-backed ingredients for busy schedules and everyday routines. We also recognized early on that transparency would matter to modern consumers. That’s why all of our products are zero sugar, zero calorie, vegan, gluten-free and Informed Choice certified .”

The company also has a partnership with Baylor Athletics as part of their Collegiate Program, where the brand supports college athletes through education as well as hands-on experience and opportunities to grow their personal brands.

What health experts say about today’s energy drinks

Despite the category’s wellness makeover, registered dietitians say consumers should still approach these products mindfully.

Elizabeth Shaw, MS, RDN, CPT, is an internationally based dietitian, media authority, and author of Instant Pot & Air Fryer For Dummies. She wants consumers to know that there is a lot of variation across this category. “Some products despite their labeling, actually are just a refreshing beverage that contain about as much caffeine as a cup of green tea, in addition to natural flavorings. These can be a nice vehicle to help with hydration, especially in the hotter months,” she says.

“On the other hand,” she adds, “some brands contain high levels of caffeine that can disrupt sleep, especially when consumed later in the day. Depending on the amount consumed and individual tolerance, they may also lead to gastrointestinal discomfort. While formulations vary by product, some include added vitamins and minerals that when combined with supplements could result in unintended overlap or potential interactions with medications.”

Keri Gans, MS, RDN , registered dietitian nutritionist, author of The Small Change Diet and host of The Keri Report , echoes, “The biggest concern is excessive caffeine, which can cause jitters, anxiety, trouble sleeping, increased heart rate, palpitations and possibly higher blood pressure in sensitive individuals. Another issue is ingredient stacking, since added caffeine sources like guarana, along with vitamins, botanicals or ‘adaptogens,’ can add up quickly if someone is also taking a multivitamin, pre-workout, greens powder, or other supplements, making it easy to overdo certain ingredients without realizing it.”

Both RDs warn consumers not to read too much into the “clean” terminology. Gans says, “I’m cautious about them because the word “clean” can create a health halo. It doesn’t automatically mean the product is healthier than a traditional energy drink, or that it’s the best everyday beverage choice.”

Shaw adds, “labeling these products as ‘clean’ can create an unfounded perception that they’re inherently better than other products without the same marketing appeal. Assigning moral value to foods and beverages can contribute to a disordered relationship with eating. Plus, while these products may use alternative sugar sources or naturally derived caffeine, they can still contain amounts that aren’t appropriate or safe for everyone.” For example, they’re not recommended for kids and teens. “ These beverages can disrupt sleep, elevate heart rate , and lead to other potential complications, particularly due to their caffeine content.

If you do drink energy drinks, says Shaw, “Look for products made with natural flavorings, such as citrus or fruit extracts, and opt for options with lower caffeine levels. If you’re using the drink as a replacement for coffee or tea, you may have a bit more flexibility—around 100–200 mg of caffeine per serving can be reasonable. Keep in mind that this refers to your total intake per serving; if a can contains two servings, it’s best to stick to one portion.”

Gans says, “Look for a product that clearly lists the caffeine content, is low in added sugar, and does not contain mega-doses of vitamins or a long list of trendy ingredients. Count the caffeine toward your total daily intake from coffee, tea, soda, pre-workout, and chocolate, and avoid drinking them late in the day or mixing them with alcohol. People who are pregnant, breastfeeding, sensitive to caffeine, have high blood pressure, heart rhythm issues, or anxiety, or who take medications should check with their healthcare provider first.”

What the evolution of energy drinks means for consumers

The modern energy drink category looks very different from the one that dominated convenience store coolers a decade ago. Today’s brands are increasingly positioning themselves around wellness, functionality, productivity and lifestyle integration rather than extreme stimulation alone.

That shift reflects changing consumer priorities. Many people are looking for convenient ways to support energy, focus and mental performance while also seeking products that align with broader wellness goals.

Still, experts caution that “clean” branding does not automatically make energy drinks risk-free or appropriate for everyone. Caffeine tolerance, total daily intake, medication interactions, sleep quality and individual health conditions all still matter.