Energy Drinks: A Case Study

About 80% of American adults consume 200 mg of caffeine a day. “A 12-oz. (tall) coffee from Starbucks will run you about 260 mg, while a 14-oz. Dunkin’ Donuts coffee contains 178 mg.” The daily intake of caffeine differed between products; one should always check the amount before consumption. There are no limits on how many energy drinks a person can purchase, which make it easy to abuse. Especially in younger children the addiction rate outstandingly high. Which may lead to other drug usage in the future and the committal dependence on stronger drugs.

• Determine under what conditions each of the “energy drinks” might be useful to the consumer.

Based on data obtained from limited English sources dated 2005 to 2010, energy drinks have become more popular among teenagers and young adults (Rath, 2012). SixWise.com’s (2008) article “What is really in a hot dog?” provided evidence that just because the product is purchased by the public does not automatically mean it is beneficial long term (Wyrick). This new craze of energy drinks has the world consuming them at a staggering rate. The debates concerning the effects among energy drink consumption in all age groups are real and impacts most of us in some shape or form. Some people will argue there are benefits found in some of the ingredients that enhance the psychological and physiological mental and cognitive performances such as

Over the last decade, drinks containing high amounts of caffeine, sugar, and other ingredients that increase energy have been rapidly growing in popularity. Clearly these beverages are known as energy drinks. Energy drinks have gotten so popular that it is extremely rare to find a convenience store that doesn’t sell a variety of them. Students use energy drinks to cram the night before a test, athletes use them to exercise, party animals mix them with alcohol to drink more than humanly possible, and some people just drink them to stay awake at work after a sleepless night. Red Bull, one of the most popular energy drinks in the market, claim to enhance

Energy drinks have no curative benefit, and many components have not been studied deeply and not monitored. The reports of toxicity raise concern for potentially serious unpropitious effects in association with energy drink use. For the temporary period, paediatricians need to be aware of the likely consequences of these beverages on the vulnerable groups and share the adverse effects of its consumption to educate individuals. Long-term research should intend to comprehend the effects in at-risk groups. Toxicity inspection should be enhanced, and ordinances of energy drink sales and consumption should be based on suitable

Energy drinks are a kind of refreshments that are advertised as soft drinks that boost energy. The truth is these kinds of drinks are full of many harmful ingredients, such as sugar, stimulants, and other herbal supplements. Energy drinks are targeting high school and college students who may use this kind of drink to keep them awake for a midterm, or even give them a hallucination feeling any other alcoholic beverages will do. Many studies showed the disadvantageous of these drinks, yet this industry has wildfire between underage kids who used it to show their rebellious side through a safe and cheap way. A new study shows that 34% of youth between the ages of eighteen years old and twenty- four years old consume energy drinks regularly

Energy drinks are used throughout the whole world. 30-50% of adolescents use energy drinks, they are not regulated by the FDA. Energy drinks are mostly a combination of glucose and caffeine. They also contain a chemical called Dopamine. Dopamine is a major chemical responsible for making us happy. When caffeine effects were off your body’s amount of adrenaline slows down as well. Once you stop taking caffeine your body’s amount of Dopamine slows down. Glucose is a sugar that your body uses directly as energy for basic body functions and activity. Too much glucose can lead to high cholesterol levels and fat production. Most of the sugar in energy drinks is fructose (high fructose). But caffeine has a stronger effect than sugar in energy

More and more people are starting to buy energy drinks, but do not know what is in or what is giving them that energy. Particularly teens are starting to use the drinks, because it brings a mental and physical edge. Yet people don’t know that the drinks are now under scrutiny by the Food and Drug Administration. There has been reports of deaths and serious injuries linked the high

A. Attention material/Credibility Material: Many people drink energy drinks in order to get them through the day, thinking that by getting a boost of energy it will help then, but it hurts you more than you think. How: This year research documented a jump in energy drink related emergency room visits and politicians and consumers called upon the FDA to look into deaths associated with energy drinks. The amount of caffeine added to energy drinks is not regulated by the FDA (http://www.cnn.com/2013/02/06/health/time-energy-drink/)

Energy drinks consumers are generally bellow 35 years of age. The industry targets teenagers, young adults and athletes. Workers are also included in the market segment for this product. As regards to customers description, recent studies has pointed out that 65% of energy markets are male (Energy Drinks Market, n.d).Consumers are usually single with an average income (Central Information Organization, 2009, p.8). Nowadays, energy drinks are very popular among teenager students. As confirmed by Bahrain Central Information Organization webpage (CIO), students’ rate is 174.98 per 1000 population. This is a large percent taking into account the very small population of Bahrain. Furthermore, people

Sylvia Nena (2011) also stated that “Manufactures of these products claim to increase energy, endurance, burn fat and improve athletic performance. According to experts, many of them state that it is untrue that energy drink helps to increase energy. This is due to drugs that can be found in the drinks such as caffeine. Caffeine with high levels of consuming can cause some problems to the human body like palpitations, hypertension, vomiting, convulsions and even worst heart failure which can lead to death. Roland Griffiths (2012) a caffeine specialist said that high caffeine in use by young people can cause a cycle of rushes and crashes that can add “a degree of variance to their moods and psychological well-being that they don’t really need. Joao Breda(2014) from WHO’s Europe wrote that caffeine has a proven negative effect on

Consumer Behavior Monster Energy Target Market Because the energy drink is still part of a new and developing industry, the energy drink target market is different than in some of the other beverage industries. Monster energy drinks have become a very popular, “hip” part of society, but the market at which they are aimed is not as wide and expansive, or diverse, as some might think. Early in energy drink history, when they were first being sold in the United States, athletes were the primary consumers. This shows that even initially energy drinks were directed at a select crowd, a group of people with specific interests. Although the consumer base for energy drinks has now expanded beyond that of simply athletes, the target market is

There are (3) reasons why I have chosen energy drinks as my NAB. First off, there is a growing market for energy drinks. Red Bull and Monster Beverage Corporation, together, form over 80% of domestic energy drinks volumes by estimates. Dollar sales for energy drinks grew almost 6% to $6.67 Billion in measured channels in 2013, which propelled sales growth for convenience stores (Team, 2014). A growing thirst for caffeinated “energy” drinks, which include the likes of Red Bull, Monster, and Rock star, has spurred a heart-thumping surge in sales. Globally, the energy drink industry has gone from a $3.8-billion business in 1999, to a $27.5-billion

Energy drinks are soda-like beverages that are chemically designed to boost your energy, performance, and increase stamina. Most of these drinks contain caffeine, sugar and many other ingredients including taurine, guarana, and ginseng. These products are generally marketed toward teanagers, students, athletes, and active people in general. As the popularity of these drinks increases so does the amount of reports they are receiving about the dangers of drinking these caffeinated substances. Energy drinks can be dangerous; therefore knowing the how they work and what is in them is key to consuming such substances safely.

Energy drinks have outperformed the growth in carbonates in the last few years, and present a substantial opportunity for beverage manufacturers to extract further growth from their sales. There are many driving forces of change and critical success factors in the energy drink industry. Companies such as Coke Cola and Pepsi contend with criticism from health officials due to the excessive caffeine in most high-energy drinks. However, before the 2000’s consumers were accustomed to carbonated soft drinks as the traditional beverage. The shift to an energy drink, sports drink, and vitamin enhanced waters increased sales while becoming an alternative beverage choice for a fast-paced mobile society. Therefore, this industry endures many