Survey Reveals New Trends in Energy Drinks

a brain surging with energy and ideas

Mental energy is a critical component of health and wellness.

Energy Drinks Survey

According to a survey by Kyowa Hakko of more than 500 U.S. consumers, 85% said mental energy is important to their quality of life.

Indeed, feelings of sluggishness or lack of energy are key reasons many consumers reach for support via energy supplements and energy drinks.

Likelihood to Purchase

  • Two-out-of-five consumers we surveyed said they are “very likely” to purchase an energy drink in the next three months.
  • Another 23% said they are somewhat likely to do so.

However, when it comes to energy drinks on the market:

  • Only 67% are satisfied with the options currently available.

Unwanted Effects

Many consumers noted concerns about using beverages or supplementation to improve energy:

  • Concerns include worries about experiencing restlessness or an energy crash that comes later.
  • Nearly 39% said they are “very concerned” about sleep loss while using energy drinks and supplements.
  • Similarly, 35% are very concerned about feelings of anxiety.


The survey findings point to these concerns as a stumbling block to consumers trying energy drinks.

Therefore, there are significant growth opportunities for beverage applications that can provide energy benefits without the jitters.


Citicoline, a naturally occurring substance found in all human cells, is a nutrient that supports healthy mitochondria, the cellular source of the brain’s energy. By supplying brain cells with necessary nutrition, citicoline can help a person stay focused and attentive.

In fact, several clinical studies support the cognitive enhancement and neuroprotective properties of citicoline supplementation.

Cognizin® Citicoline

Cognizin® is a branded form of citicoline specially formulated for food, beverage, and supplement applications.

Among numerous possible benefits, Cognizin® Citicoline has been studied in regard to its support for mental focus, attention, memory, and overall cognitive health.


  • Memory

    For example, one study showed Cognizin® Citicoline improved memory performance in elderly subjects and was concluded to be useful in treating age-related memory deficits.

  • Attention and Motor Speed

    In another study, adolescent males who were provided with Cognizin® Citicoline supplementation showed improved attention and motor speed and reduced impulsivity compared to those who received a placebo.

  • Brain Activity

    In yet another study, researchers observed increased brain activity in middle-aged adults who had been provided with Cognizin® Citicoline supplementation for six weeks.


Furthermore, Cognizin® Citicoline is an allergen-free, vegetarian, kosher nootropic ingredient, and generally regarded as safe (self-affirmed GRAS since 2009).

The purity and stability of Cognizin® Citicoline is backed by the industry-leading manufacturing quality standards of Kyowa Hakko. Kyowa’s proprietary fermentation process ensures the highest quality, efficacy, and consistency in production.

The amino acid fermentation experts at Kyowa work hard to make sure Cognizin® Citicoline easily integrates into food and beverage applications with no effect on taste or texture.

By formulating with Cognizin® Citicoline, food and beverage brands can take advantage of a natural cognitive health ingredient that is backed by science.

Further Reading

Visit the Cognizin® website to learn more about the cognitive benefits of citicoline supplementation.


Dr. Danielle Citrolo

VP of Scientific & Regulatory Affairs, Kyowa

Dr. Citrolo is a registered pharmacist, and she provides scientific and regulatory support to Kyowa‘s customers in the U.S., Canada, and Latin America.

She holds degrees in biochemistry and chemistry from North Carolina State University and a Doctor of Pharmacy from Albany College of Pharmacy, NY.