From Stimulants to Stillness: The Evolution of the Energy Drink

The new energy question: do you want to feel wired, or well?

For years, “energy” meant a neon can, a sugar rush, and a racing heart. Classic energy drinks promised you could push through all-nighters, workouts and back-to-back meetings with a single hit of caffeine and sugar.

Now, a different question is emerging:

What if energy didn’t have to mean jitters, crashes and a nervous system stuck on “on”?

Across the globe, the functional beverage trend is reshaping what people reach for when they’re tired, stressed, or simply overwhelmed. Instead of mega-doses of caffeine, more people are choosing adaptogenic energy drinks built around mushrooms, herbs, and vitamins designed to support a calmer, more sustainable kind of focus.

This is where DIRTEA lives: in the shift from stimulants to stillness — from “more, faster” to “steady, clear, and grounded.”

The first wave: fast fizz and borrowed energy

The early generations of energy drinks were built for one thing: stimulation.

• High sugar or artificial sweeteners

• High caffeine (often stacked with synthetic stimulants)

• Artificial flavours and colours

• Branding centred on extreme sports, late-night gaming, or “no sleep” hustle culture

These drinks fit a moment in time: fast food, fast internet, fast life. And they absolutely took off. The global energy drinks market was estimated at around USD 76.38 billion in 2024 according to Zion Market Research.

But as energy drink sales climbed, so did something else: questions.

People began to notice the trade-offs — the spike-and-crash cycle, the jitters, and the way “borrowing” energy from tomorrow didn’t always feel great the next day.

The turning point: when “more” stopped feeling like better

Several cultural shifts pushed the energy drink world to evolve:

• Wellness became mainstream. Consumers started reading labels, tracking their sleep, and caring about nervous system health, not just productivity.

• Sugar fell out of favour. From soft drinks to coffee chains, sugar reduction became a priority.

• Mental health entered the chat. It wasn’t enough to be awake; people wanted to feel emotionally balanced and less anxious, not more.

At the same time, the wider functional beverage market exploded. Globally, functional drinks that promise benefits beyond basic hydration — from gut-friendly kombucha to protein shakes and mood tonics — were valued at about USD 151.8 billion in 2025 according to Mordor Intelligence.

In other words, energy drinks were no longer competing with cola. They were now part of a much bigger landscape of beverages designed to support performance, recovery, focus, sleep, and stress management.

Enter the functional beverage trend

The functional beverage trend is simple at heart:

Drinks that don’t just wake you up or taste good — they also do something supportive for your body or mind.

Think:

• Electrolyte drinks tailored for performance

• Probiotic and prebiotic sodas for gut support

• Protein coffees for satiety and recovery

• Adaptogenic energy drinks for calm focus and resilience

This is also where functional mushrooms like Lion’s Mane, Cordyceps, Chaga and Reishi start to appear in mugs, cans and bottles all over the world.

What are adaptogenic energy drinks?

Adaptogens are a group of botanicals and fungi used traditionally in systems like Ayurveda and Traditional Chinese Medicine, now being explored in modern formulations. They’re associated with helping the body adapt to stress, supporting balance rather than a single, sharp effect.

An adaptogenic energy drink typically combines:

• A moderate source of stimulation – often coffee, tea, or natural caffeine

• Adaptogens – such as functional mushrooms (Lion’s Mane, Reishi, Cordyceps, Chaga) or herbs like Ashwagandha

• Supportive nutrients – like B vitamins, vitamin C or zinc, which have approved roles in supporting normal energy-yielding metabolism and reducing tiredness and fatigue when consumed at adequate levels

Instead of an energy “hit”, the goal is a smoother curve:

• Less jittery intensity

• More sustainable focus

• A nervous system that’s supported, not overwhelmed

At DIRTEA, this philosophy shows up in blends that pair functional mushrooms with vitamins – for example, vitamin B12, which contributes to normal energy-yielding metabolism and the reduction of tiredness and fatigue, or zinc, which supports normal cognitive function and immune function, when taken as part of a varied, balanced diet and healthy lifestyle.

How DIRTEA fits into the new energy ritual

At DIRTEA, we’re obsessed with a simple idea:

What if your daily “energy drink” could actually be good for your long-term ritual, not just your to-do list?

Here’s how our approach aligns with this new wave of energy:

Mushroom coffee over jitter juice

Instead of a sugary can, our mushroom coffees are designed as a calmer energy ritual. Using premium coffee paired with functional mushrooms such as Lion’s Mane or Cordyceps, plus added vitamins in select blends, they’re crafted to offer:

• A more grounded caffeine experience

• A rich, satisfying flavour you’ll actually want to savour

• The ease of integrating functional mushrooms into your everyday life

Cordyceps for performance & stamina

Our Cordyceps Performance products have been created for people who want to support their active days. Cordyceps is a functional mushroom traditionally used in East Asia in the context of stamina and vitality; we combine it with vitamin B12, which contributes to normal energy-yielding metabolism and helps reduce tiredness and fatigue when consumed in adequate amounts as part of a healthy lifestyle.

Instead of pushing you into overdrive, the intention is to support the systems already working hard for you.

Lion’s Mane for focus & clarity

Modern life isn’t just physically demanding – it’s mentally crowded.

Lion’s Mane is a functional mushroom that’s attracted interest for its potential to support cognition in preclinical and emerging human research. In our Lion’s Mane Focus products, we pair it with zinc, which contributes to normal cognitive function, and formulate it as a delicious daily drink or gummy to support your focus rituals — from morning deep work to late-afternoon creative bursts.

Again, this is not about quick fixes; it’s about sustainable, daily support.

The future of “energy” is calm, clear and intentional

The old question used to be: Which energy drink will keep me awake the longest?

The new question is better:

What kind of energy lets me live, work and create in a way that actually feels good?

As the functional beverage trend accelerates and adaptogenic energy drinks step into the spotlight, the world of “energy” is moving beyond bright cans and late-night hype. It’s becoming a daily ritual of mushroom coffees, vitamin-infused blends, and calm focus — where stimulants and stillness finally meet in the same cup

FAQs 

Are adaptogenic energy drinks just a marketing buzzword?

Not necessarily. “Adaptogenic” has roots in research on certain herbs and mushrooms, but it’s also sometimes used loosely. The key is to:

• Look at which ingredients are used (e.g. Reishi, Lion’s Mane, Cordyceps, Ashwagandha)

• Check if the product includes meaningful amounts of vitamins with recognised roles in energy and nervous system support

• Choose brands that are transparent about sourcing and extraction

At DIRTEA, we focus on functional mushrooms, quality extracts and clear labelling, so you can see exactly what’s in your cup.

Do functional beverages replace a healthy lifestyle?

No. Even the most advanced adaptogenic energy drink can’t replace:

• Sufficient sleep

• Balanced nutrition

• Movement and fresh air

• Stress management and boundaries

What they can do is support your routines and make those healthy choices easier and more enjoyable to maintain.

Can I still drink regular coffee or energy drinks?

If you enjoy them, you don’t have to give them up completely (unless advised by a health professional). Many people enjoy:

• One traditional coffee in the morning

• A functional mushroom coffee later in the day

• And swapping their afternoon can for a mushroom-based drink or gummy

It’s about the overall pattern, not perfection.

Are adaptogenic energy drinks suitable for everyone?

Not always. If you’re pregnant, breastfeeding, taking medication or have a medical condition, you should speak with a health professional before introducing new supplements or functional drinks. Always:

• Follow serving suggestions

• Check ingredient lists for allergens or intolerances

• Use functional beverages as part of a varied, balanced diet

References

Zion Market Research. (2025, June). Global Energy Drinks Market size, share, growth analysis report – Forecast 2034 (Report No. ZMR-7869). Zion Market Research. https://www.zionmarketresearch.com/report/energy-drinks-market? 

Mordor Intelligence. (n.d.). Functional beverage market size & share analysis – growth trends and forecast (2025–2030). In Functional Beverage Market. Retrieved December 1, 2025, from https://www.mordorintelligence.com/industry-reports/functional-beverage-market?