History Of Energy Drink Consumption On Australia

• 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

Simple observation of the advertising efforts of popular energy drinks will lead you to the target demographic that energy drink producers hope their product will attract. If you have ever seen ESPN’s extreme sports competition, the X Games, the percentage odds are that you are a 13-17 year old boy. Even if you don’t happen to fall into that category, it would be glaringly obvious that energy drinks have deemed this demographic as their primary consumer targets. Nearly every competitor’s outerwear is littered with red-winged patches and most are promptly provided with a post-competition energy drink, logo facing outwards, at the conclusion of their “extreme” event. 5-Hour Energy’s marketing team consequently posed the question following their research results: “Are teens the only people in this world who are looking for extra energy?” After all, it might be said that young boys have plenty of energy without caffeinated encouragement. Living Essential now had its’ second major point of differentiation on which to launch a marketing campaign.

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

When evaluating Gatorade’s Drive energy drink, the product lifecycle will continue to change as the product reaches different stages in the cycle. As a result, Drive energy drinks will go through an introductory cycle, a growth cycle, a maturity cycle, and then show decline as the product becomes faded by the introduction of competitive products. As a result, Gatorade must continue to alter the company’s marketing mix.

Main Idea II: What ingredients do energy drinks

To start with, market segment for energy drinks is targeted at group of people in their late teens to early thirties. The age group is determined between 18 to

Caffeine, however, is the most common stimulant. “Caffeine is the most widely used drug on the planet and has been used for centuries for its stimulating effects” (energy fiend.com). Most energy drinks contain between seventy to two hundred milligrams of caffeine each. For example, a full can of Rockstar contains one hundred sixty milligrams of caffeine. Caffeine stimulates the central nervous system, which gives the body a jolt of their senses, making them more alert. The use of caffeine can dehydrate the body and raise blood pressure and heart rate. Symptoms can commonly occur from consuming caffeine such as, heart palpitations, headaches, nausea, and the jitters. Taurine is an amino acid that is naturally produced by the body. Our body usually creates enough of this so you do not need a supplement. It is said to help with regulating the heart beat, energy and muscle contractions. A long time ago the use of taurine was banned in certain countries, but that ban has been lifted. The ingredient gaurana comes from a plant in South America. Some people say that gaurana works better than caffeine for an energy boost, but there are not many statistics on the fact. The last of the five common ingredients is all of the B vitamins that are used. These vitamins are pretty much the items that help you transform food into energy. The Vitamins B6 and B12 do not absorb well when you swallow them. Typically the amounts of B vitamins used in most of the energy drinks will have no

Energy dinks are the largest growing area of the United States beverage industry since, being they were first introduced to the market in 1987. Today, the U.S. market for energy drinks is estimated at $35 billion and is expected to grow the reach $53 billion by the year 2016. The United States is one the world's largest consumer by volume of energy drinks. Approximately 35%-45% of adolescents and young adults report that they drink at least one energy drink per day. In view of, the market is not regulated; there has been aggressive marketing to adolescents with promises of psychoactive, performance-enhancing, and stimulant drug effects. In upwards of, hundreds of different brands are marketed today, these stimulant drinks typically contain

“In December 2011, a 14-year-old girl in Hagerstown, Maryland, went to the mall with friends, where she bought and consumed a 24-ounce can of a popular energy drink. The next day, she and friends were again at the mall, and she drank another 24-ounce can. She went into cardiac arrest that night, became unconscious, and later died. The coroner’s report stated that she ‘did have a mild underlying heart condition’...’’ (S4, P1) Energy Drinks: A Misunderstood Industry provides information about the energy drink companies and what measures they take to protect the common people. No laws should be put in place in regards to the amount of caffeine in energy drinks for two main reasons; one, energy drinks are labeled to protect the public, and two, energy drinks can be healthy when used correctly.

Americans ' use of energy drinks like Red Bull, Monster, and Rockstar has more than doubled since 2008. Red Bull alone had annual sales in the US of almost 11 billion dollars in 2013. Government studies of energy drink-related emergency room visits and hospitalization have lead to the conclusion that the consumption of energy drinks is an increasing public health problem. This is also evidenced by the rising number of product liability and wrongful death lawsuits against producers like Monster. As consumption of these products rise, the number or people evidencing negative side effects is rising as well.

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

A slow growing market is a great way to characterize the energy beverage category in late 2007. This industry was increasing in profits still but was not increasing in profits as quickly due to factors such as market maturity, increasing in prices, competition and new hybrid products (Kerin & Peterson, 2010). The market was still very small but was dominated by Red Bull due to it being one of the first energy drinks, which caused it to dictate the market and have more of an advantage than the other energy beverages. So in late 2007 the market for energy drinks was still

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

Considering the very tight competition of the energy drink market, the company will also be using the power of media to be able to accomplish the target brand awareness. They will design a billboard which