Consumers seek smarter solutions for cognitive and physical performance

Consumers are re-evaluating how they fuel their daily lives, moving beyond traditional stimulants like caffeine.

According to FMCG Gurus' 2024 Energy Market Trend Report, consumers increasingly seek sustained, clean energy that enhances both mental and physical wellbeing without the common drawbacks of sugar crashes, jitteriness, or dependency.¹

The evolving demand for alternative energy sources has opened the door to innovative ingredients that provide cognitive clarity and physical endurance without the overstimulation or fatigue associated with traditional stimulants.

Recent reports highlight the increasing role of dietary strategies, functional foods, and novel bioactive compounds in supporting energy levels and performance.¹ Among these, adenosine triphosphate (ATP) and paraxanthine are two compounds that have gained interest in energy-related research.²⁻³

Consumers today demand more from their energy sources than ever before. Energy is no longer solely associated with physical stamina but also with cognitive function, mental clarity, and metabolic efficiency. Consumer insights suggests that the perception of energy is multifaceted, influenced by factors such as diet, hydration, and overall lifestyle choices.¹

Rather than relying on a single solution, many are looking at diverse, complementary ingredients that support multiple aspects of energy production. ATP and paraxanthine represent two such ingredients, each playing a distinct role in energy metabolism, whether by providing direct cellular fuel or modulating neurological processes associated with alertness and endurance.²⁻³

The role of ATP in cellular energy

ATP is often called the ‘energy currency’ of the body, as it is vital for nearly all physiological functions.⁴ ATP supports muscle contractions, cognitive function, and recovery by delivering immediate energy to cells. While ATP is naturally synthesized in the body, dietary strategies and supplementation have been explored to optimize its availability for performance and recovery.⁵

A meta-analysis on ATP supplementation found that 400 mg per day improves strength, increases lean muscle mass, and supports cognitive function after high-intensity exercise.⁶⁻⁷ Research shows that ATP enhances blood flow by stimulating nitric oxide (NO) signaling, improving oxygen delivery to muscles during exercise.⁵ This unique mechanism makes ATP supplementation particularly beneficial for recovery and sustained endurance.

Unlike stimulants, which primarily act on the central nervous system, ATP supplementation delivers direct energy to muscle cells, promoting sustainable energy levels without the overstimulation or dependency risks often associated with caffeine. By providing immediate energy to cells, ATP also supports enhanced muscle function during physical activity.²

Paraxanthine: A metabolite with targeted benefits

Paraxanthine, a primary metabolite of caffeine, is emerging as a distinct option for individuals seeking a smoother energy experience. Unlike caffeine, paraxanthine bypasses the formation of theobromine and theophylline, which are associated with prolonged stimulation and variable metabolic responses.⁸

The way consumers experience caffeine varies significantly due to genetic differences in metabolism. Roughly half of the population are slow or intermediate metabolizers of caffeine, leading to side effects such as prolonged stimulation or difficulty sleeping.⁹ Paraxanthine may offer an alternative for those who metabolize caffeine less efficiently, as it provides a more predictable energy effect.¹⁰⁻¹¹

A 2024 study in the Journal of the International Society of Sports Nutrition compared paraxanthine to caffeine in athletes and found that paraxanthine improved post-exercise cognitive function by 23.5% more than caffeine.³

Additional research highlights paraxanthine’s role in enhancing dopamine release and improving reaction times, making it an effective option for cognitive performance.¹¹

Paraxanthine has also been shown to support metabolic processes by increasing energy expenditure. In one study, participants who consumed paraxanthine experienced an increase in thermogenesis, burning approximately 100 additional calories within three hours.¹² This makes it a promising ingredient for energy support and weight management.

Expanding applications in energy supplements

The growing interest in targeted energy solutions has significant implications for product development in the supplement market. Potential applications include:

• Pre-workout supplements ATP and paraxanthine together enhance endurance, strength, and focus, supporting optimal performance during exercise.
• Nootropic blends Paraxanthine’s cognitive benefits can be paired with ATP’s functional energy to create supplements for professionals and students seeking sustained mental clarity.
• Functional blends or beverages The combination offers a clean energy boost without the sugar crashes or overstimulation associated with traditional energy drinks.

Consumers increasingly value transparency and scientific validation in functional products. Highlighting the clinical evidence behind ATP and paraxanthine can build trust and differentiate products in a competitive market.

The future of energy supplements

With consumers prioritizing sustained, natural energy sources, the market for non-traditional energy ingredients is expected to grow. As brands develop new formulations, the emphasis will be on:

• Transparency and scientific validation to ensure consumer confidence
• Personalized approaches to energy metabolism tailored to individual needs
• Combining stimulant and non-stimulant strategies to provide balanced, effective energy support

The shift away from caffeine dependency is reshaping the functional energy market, opening new possibilities for science-backed alternatives like ATP and paraxanthine. As more research emerges, these ingredients may play a role in the next generation of energy solutions, supporting individuals who demand cognitive sharpness, physical endurance, and sustainable energy levels.

TSI Group is leading this shift with its clinically validated ingredients, PEAK ATP® and enfinity®. As the demand for advanced energy solutions continues to grow, TSI Group remains committed to driving innovation backed by science.

Learn more about how PEAK ATP® and enfinity® are shaping the future of energy.

References

1. FMCG Gurus (2024). Energy Refocused The Need for Fragmentation within the Energy Boosting Market Trend Report 2024.
2. Jäger, R.; et al. (2021). Health and ergogenic potential of oral adenosine-5′-triphosphate (ATP) supplementation. Journal of Functional Foods, 78, 104357.
3. Yoo, C., et al. (2024). Paraxanthine provides greater improvement in cognitive function than caffeine after performing a 10-km run. Journal of the International Society of Sports Nutrition, 21(1), 2352779.
4. Khakh, B. S.; et al. (2009). The double life of ATP. Scientific American, 301(6), 84-90, 92.
5. Jäger, R.; et al. (2014). Oral Adenosine-5′-Triphosphate (ATP) Administration Increases Blood Flow Following Exercise in Animals and Humans. Journal of the International Society of Sports Nutrition, 11(1), 28.
6. Moon, J., et al. (2023). Evaluating the effects of PeakATP® supplementation on visuomotor reaction time and cognitive function following high-intensity sprint exercise.. Frontiers in Nutrition, 10, 1237678.
7. González-Marenco, R.; et al. (2024). The Effect of Oral Adenosine Triphosphate (ATP) Supplementation on Anaerobic Exercise in Healthy Resistance-Trained Individuals: A Systematic Review and Meta-Analysis. Sports, 12(3), 82.
8. Orrú, M.; et al. (2013). Psychostimulant pharmacological profile of paraxanthine, the main metabolite of caffeine in humans. Neuropharmacology, 67C, 476-484.
9. Nehlig A. (2018). Interindividual Differences in Caffeine Metabolism and Factors Driving Caffeine Consumption. Pharmacol Rev. 2018 Apr;70(2):384-411.
10. Nehlig, A. (2018). Interindividual differences in caffeine metabolism and factors driving caffeine consumption. Pharmacological Reviews, 70(2), 384-411.
11. Guerreiro, S., et al. (2008). Paraxanthine, the primary metabolite of caffeine, provides protection against dopaminergic cell death via stimulation of ryanodine receptor channels. Molecular Pharmacology, 74(4), 980-989.
12. Gross, K. N., et al. (2024). A dose-response study to examine paraxanthine’s impact on energy expenditure, hunger, appetite, and lipolysis. Journal of Dietary Supplements, 10(5).