The energy evolution: Supplements for mental focus and alertness

The Energy Evolution

What’s energizing the market?

The future of the global energy supplement market is electric with a projected surge to $152.5 billion by 2031. New innovation and growth is emerging from the current transformation of the energy landscape. Functional beverages and the merger of health and performance benefit categories which address changing consumer needs have been leading the charge.

The energy drink market sat at an impressive ~$45 bil in 2017 and is expected to catapult to a robust $84.7 bil by 2026. The popularity of shots and energy drinks is evident with their placement in the traditional beverage aisle, refrigerated drink section, and point-of-purchase area of grocery and convenient stores. A more recent development in energy’s growth journey is the juxtaposition of sports nutrition, energy, and cognition benefits. Sports nutrition and energy supplements have traditionally been bucketed in the same category, which makes sense considering that physical energy is a quintessential facet of keeping the body active and moving. However, the growing need to address “mental energy” and its close association with cognitive performance has become more apparent in the last few years. The desire for caffeine alternatives and nootropic benefits to better support students, working professionals, athletes, and gamers will continue to expand energy’s footprint and fuel growth through next generation ingredients.

What is mental energy?

Physical energy is the energy which the body needs to do physical activities. For instance, if you are going for a jog, how far and at what speed you go has a lot to do with physical energy. However, mental energy is a willingness to do a cognitive task which is in part characterized by focus, attention, and alertness. To put it simply, you may have the physical energy to build a house, but mental energy is what is needed to draw up the blueprints. Energy remains one of the top categories driving supplement purchases, as consumers increasingly look for solutions to help them manage a busy, active life. But it’s not just about physical energy; an emerging need to address mental energy is adding fuel to this category. The energy category is growing due to increasing demand for cognitive performance and active nutrition. While caffeine isn’t going away, consumers are becoming more interested in alternatives to caffeine that provide similar nootropic effects they can feel and are backed by science without any of the unpleasant side effects. 

What energy supplements work?

There are exciting, clinically studied ingredients that can help you differentiate against competition. Consumers want sustained energy—something that will work quickly and help them power through a busy day. The nootropic effects of caffeine have kept it at the top of the energy game; whether it’s alertness, improved mood, or cognitive function, its benefits are manifold. Yet, while consumers enjoy (and many times depend on) the pick-me-up that caffeine offers, many experience a notable plunge in energy and alertness in a few hours later often referred to as a “caffeine crash.” Moreover, who wants the jitters that are associated with standard caffeine?

In a pharmacokinetics (PK) study comparing Xtenergy to immediate-release caffeine, Xtenergy was shown to help (Study 1):

  • Extend the nootropic benefits of caffeine over several hours as the effects of immediate-release caffeine start to decline
  • Support the benefits of caffeine without some of the unwanted effects such as the jitters
  • Extend caffeine’s mood-enhancing effects for up to eight hours

For those looking for a caffeine-free option, enXtra is an all-natural, experiential energy alternative clinically shown to help support alertness, focus, and attention. Made from Alpinia galanga, also known as Thai ginger, enXtra is a unique, caffeine-free solution to help you feel less fatigued and more energized in your activities with the ability to stay alert and focused. Clinical studies have shown that just 300 mg of enXtra can help support mental performance. The nootropic benefits of caffeine-free enXtra have been shown to work quickly, giving consumers a desirable competitive advantage:

  1. Quick*, same day support for mental energy** (Studies 2,3,5,6,7)
  2. Supports an increase in alertness and sustains alertness up to 5 hours (Studies 2,3,6,7)
  3. May reduce the mental energy and alertness “crash” typically observed with caffeine (Studies 2,3)
  4. Experiential solution from an all-natural source (Studies 6,7)
  5. Does not disrupt the sleep/sleep-wake cycle (Study 3)

The Alpinia galanga used to make enXtra is harvested in a sustainable manner using traditional farming practices. We have developed mutually beneficial partnerships with local farmers which help them earn sustainable livelihoods.

Energize your sales with the clinically demonstrated performance benefits of formulation flexible enXtra or Xtenergy. Please reach out to us with any questions, to request an analytical or prototype sample, or to start formulating your new product!



  1. Abhijeet Morde, Kothapally Sudhakar, Maddela Rambabu, Alukapally Shankar, Deshanie Rai, Krishnaji Pawar, Manutosh Acharya, Munja Bakan, Pravin Nalawade, Ravindra Nayakwadi, Muralidhara Padigaru. Pharmacokinetic profile of a novel sustained-release caffeine with extended benefits on alertness and mood: A randomized, double-blind, single-dose, active-controlled, crossover study. Current Research in Behavioral Sciences, Volume 2, 2021, 100036, ISSN 2666-5182,
  2. Shalini Srivastava, Mark Mennemeier & Surekha Pimple. Effect of Alpinia galanga on Mental Alertness and Sustained Attention With or Without Caffeine: A Randomized Placebo-Controlled Study. JACN 2017.
  3. Shalini Srivastava and Surekha Pimple. Effects of Cymbopogon Flexuosus, Alpinia Galanga, and Glycyrrhiza Glabra on Attention: A Randomized Double-Blind, Placebo-Controlled Pilot Study. BAOJ Nutrition 2017: 3 (1); 042.
  4. Shalini Srivastava. Selective enhancement of focused attention by Alpinia galanga in subjects with moderate caffeine consumption. Open Access Journal of Clinical Trials 2018: 10; 43-49.
  5. Shalini S, Mark Mennemeier, Jayesh Choudary. A Randomized Placebo Controlled Clinical Trial Demonstrating Safety & Efficacy of enXtra in Healthy Adults. J Am Coll Nutrition 2020.
  6. Data on File. enXtra Acute Mental Alertness and Fatigue Study. June 2022
  7. Data on File. enXtra 28-day Mental Alertness and Fatigue Study. December 2022

“Crash” as when mental energy (measured by alertness/attention) and mood generally decline within the first 5 hours after caffeine consumption.
*within the 1st hour after supplementation
**up to 5 hours