Worldwide, the energy rehabilitation drink supplementation market is growing rapidly due to the ability of beverages to restore energy as well as help to lower the impact of alcohol. Thus, it is preferred as a functional product over other standard energy drinks. Drinks with high doses of caffeine and other legal stimulants are called energy drinks. Energy rehabilitation drinks contain vitamins, such as niacin, cyanocobalamin, riboflavin, and folic acid. These types of beverages are usually consumed as a dietary supplements. In March 2021, PepsiCo launched a line of energy drinks called Mtn Dew Rise Energy targeted at morning consumers. It also contains citicoline to boost mental clarity and zinc for immune support.
The energy rehabilitation drink supplementation market, in North America, Europe, and the Asia Pacific, is witnessing robust growth due to increasing health consciousness among consumers and increasing disposable income. In October 2019, Coca-Cola planned to launch Coca-Cola Energy in the United States, an approachable and appealing option offering the kick people want with the great Coke taste they love. It will be available in Coke Energy, Zero Sugar, Cherry, and Zero Sugar Cherry flavors. The drink has already been launched in 25 countries including Great Britain, Spain, and Germany. The new drink, a combination of B vitamins, guarana extracts, and caffeine is aimed at 18- to 35-year-olds.
Energy rehabilitation drink supplements are available in a variety of flavors and portions to provide consumers with a wide range to choose from. This in turn is increasing the demand for or adoption of energy rehabilitation drink supplements, thereby propelling the growth of the energy rehabilitation drink supplementation market. In April 2019, Amazon launched private-label energy drinks under its Solimo brand, named Solimo Silver Energy Drink and Solimo Red Energy Drink. Vitamins A, C, and E are popular antioxidants used in many energy drinks. Apart from vitamins, other ingredients such as Creatine, antioxidants, L-Carnitine, green tea extracts, guarana, and taurine are also added in energy rehabilitation drinks.
However, one of the major factors hampering the growth of the energy rehabilitation drink supplementation market is the higher caffeine concentration in these drinks. Although caffeine consumption is considered safe and is not considered an addictive substance, Health Canada provides Canadians with caffeine consumption guidance to avoid adverse health effects, such as nervousness, irritability, headaches, insomnia, etc. Moreover, the high cost of rehabilitation drinks compared to regular drinks, due to the ingredients used and high production costs, is also restraining the market growth.