Tom Fuzer, VP of market strategy at ingredient manufacturer HOWTIAN, joined the NutraCast to discuss what that next phase of energy could look like—and how ingredients like myoinositol and D-glucuronolactone may help move energy drinks beyond just caffeine spikes.
Fuzer explained that consumers are more health-conscious than ever and are scrutinizing ingredients more closely, with many actively seeking to avoid sugar, jitters and crashes. At the same time, energy drinks are becoming part of consumer’s daily routines to support work productivity, fitness and overall wellness. He said this shift from “party fuel” to “day fuel” is driving demand for more balanced, functional formulations.
“People want something they can drink every day, not just for an event,” he said, adding that balance and repeatability matter more than intensity.
Historically, myo-inositol and D-glucuronolactone, once considered behind the scene ingredients, are now gaining attention for their roles in supporting metabolic and cognitive processes. Fuzer said the ingredients have moved from background fillers to functional anchors. While caffeine delivers immediate stimulation, these ingredients are being recognized for contributing to how the body produces, utilizes and recovers energy, allowing for more sustained energy.
“The narrative has shifted from caffeine to systems,” he said. “Not just faster energy, but more efficient and sustainable energy.”
Fuzer pointed out that formulators must shift from simply stacking ingredients to designing integrated systems that support multiple physiological pathways. This includes balancing stimulation with metabolic support, recovery and overall user experience. Additionally, he said transparency around ingredient sourcing and production methods like fermentation is becoming increasingly important as consumers associate these factors with quality and sustainability.
Looking ahead, Fuzer predicts innovation in the category to focus on lower-caffeine formulations, multifunctional beverages and cross-category hybrids that combine energy with hydration, protein or cognitive support.
To hear more on the fundamental shift in how the industry defines energy and how it’s moving from short-term intensity to long-term performance, listen to the NutraCast above or on your preferred podcast platform.
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