Neuro, a brand known for its caffeinated gum and mints, has recently collaborated with consumer data and market research platform Numerator to delve into purchasing patterns within the energy category. This study revealed that a significant majority of Neuro’s customers regularly consume both coffee and energy drinks, showcasing evolving consumer habits in the caffeine market.
“Our customers actually consume these products more than the average person,” stated Jennifer Chang, vice president of innovation & product strategy at Neuro. “This data indicates that caffeine enthusiasts are incorporating multiple different energy products and forms into their lifestyle, rather than just focusing on one. While people clearly enjoy coffee and energy drinks, data shows that sales trends for both aren’t slowing down anytime soon.”
Energy sources and GLP-1s
Caffeine aficionados are increasingly blending various caffeinated products into their routines. Chang notes that Neuro is facilitating this trend by integrating seamlessly with consumers’ existing coffee and energy drink consumption habits.
Another notable finding is that 90% of Neuro’s customers have never opted for a competing product, indicating that Neuro has introduced a unique incrementality within the energy category.
“Neuro is establishing a new subcategory within energy that has the potential to attract retailers and bring in new energy customers who are interested in our products and appreciate the convenient gum and mint formats we offer,” Chang explained.
She further mentioned the influence of GLP-1s, suggesting that the distinction between foods and supplements will increasingly dissolve as consumers seek nutrient-dense options that fulfill various benefits pertaining to satiety and daily nutritional needs.
“Consumers will be on the lookout for supplements like Neuro that provide sustained energy while also offering multifaceted benefits to address nutrient gaps,” she asserted.
From intensity to intentionality
When Neuro emerged in 2015, Kent Yoshimura, Neuro’s CEO and co-founder, observed that the energy category predominantly emphasized intensity and immediacy.
“Brands like Bang came in hot with big cans, high caffeine content, sugar spikes, and a fleeting boost,” he remarked. “Cognition wasn’t a significant part of the mainstream conversation yet.”
According to Yoshimura, the landscape has shifted dramatically over the past decade, with consumers now favoring smarter, more health-conscious options.
“Energy is now something that should work with the brain and body, not against it,” he clarified. “Focus, calm, alertness, and mental clarity have become just as essential as stimulation. Furthermore, we’ve seen the category expand beyond drinks into formats such as gums, mints, supplements, and functional snacks, moving beyond simply ‘more caffeine’ to include ingredients that enhance overall performance throughout the day.”
Claims and credibility
Many companies within the energy sector, including Neuro, are increasingly making focus claims and delving into cognitive benefits as consumers become more attuned to mental health, particularly younger generations, observed Chang.
“Retailers like Amazon and The Vitamin Shoppe are providing a wide range of choices across mood, cognition, and brain health, with varied combinations of active ingredients,” she noted, adding that searches on Amazon for ‘brain supplements for memory and focus’ have surged by 345% year-over-year.
“The landscape of consumer packaged goods concerning mood, cognition, and brain health can be overwhelming. Thus, our responsibility as a brand is to clarify the purpose of our products while ensuring they are perceived as high-quality, effective, and convenient based on consumer feedback, retailer selection, and the community we’ve fostered.”
Key Takeaways
- Neuro’s partnership with Numerator highlights consumer trends in the energy category.
- A significant majority of Neuro’s customers consume both coffee and energy drinks.
- The brand is attracting customers who have not tried competing products.
- GLP-1s are influencing consumer preferences for nutrient-dense options.
- Energy consumption is shifting from intensity-focused products to those promoting cognitive benefits.
- Retailers are expanding offerings in mood and cognitive health supplements.
FAQ
What is Neuro’s primary product line?
Neuro offers caffeinated gum and mints designed to provide energy and cognitive benefits.
How does Neuro differentiate itself from traditional energy drinks?
Neuro focuses on cognitive support and health-conscious formulations, moving beyond simple caffeine intake.
What trends are influencing the energy product market?
There is a growing consumer interest in multi-functional products that provide sustained energy and cognitive support.
Why is GLP-1 significant in discussing energy products?
GLP-1s are contributing to consumer preferences for nutrient-dense foods that support overall health and satiety.
In summary, Neuro is not only changing the landscape of energy products but also capturing the attention of a diverse consumer base interested in both convenience and cognitive enhancement. As the industry evolves, brands will need to focus on understanding and meeting the complex needs of today’s consumers.
