Consumer interest in caffeine has never been higher with a collection of recent surveys stating on average three-fourths of American adults consume caffeine daily. While coffee has been powering Americans before America was even a thing, more recently consumers are increasingly grabbing some of the other “energy everything” product categories. It makes sense, right? We live in the “Age of the Endless Aisle,” where there are more options in every CPG category than during any other point in history. It’s that proliferation of caffeine-containing products and them being well-entrenched into the lives of most Americans that's causing “energy everything” to become a certified consumer movement. Whether hitting the gym, staying at the top of your game during busy workweeks, or simply preparing for weekend activities, consumers continue to reach for energy drinks and energy supplement that are packed with caffeine and oftentimes nootropic ingredients to provide a physical and mental boost. But are there evolving sociological patterns that could be driving the massive growth of energy and nootropic products?

What do I see in my crystal ball this year for the Top 5 Functional Food and Beverage Trends: 3 Rs Effect (Reshoring, Regenerative Agriculture, and Recycled), Algae (Inside & Surrounding the Product), Confidentially Functional Effect (Affordability & Private Label), Mental Health (from Management to Escapism), and Old to New Technology...It's All Disruptive (Precision Fermentation & AI).