History Of Energy Drink Consumption On Australia

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1. History of Energy Drink consumption in Australia: An energy drink is a popular non-alcoholic drink that includes caffeine and may contain other ingredients such as taurine and B vitamins, ginseng and guarana. In Australia, a 250ml can of an energy drink contains 80mg of caffeine, which is equivalent to the amount of caffeine in a 250mL cup of instant coffee. Every energy drink sold in Australia must include a list of ingredients on the can or bottle. The labels include nutritional information panels, which highlight the amount of caffeine, vitamins and other ingredients that are found in energy drinks. Energy drinks in Australia are one of the most strictly regulated categories in all of the world markets. In Australia, the leading…show more content…
The effects of this emphasis on such a target market can be seen in the advertising campaigns of the energy drinks. Many of the names of the beverages, such as ‘Crunk’ or ‘GoFast!’, appeal to these specific consumers and the marketing strategies that revolve around sponsoring public events, such as ‘Red Bull’ and the Australian Grand Prix, or celebrity endorsements reflect this focus. The design and packaging of many energy drinks also relates to the target market. For example, Energy Fizz, which is sold as a powder that is mixed with water to create the drink, is easy to store and carry, so it is convenient for people continually on the go. Although the energy drink industry currently caters to a very specific target market, as it continues to grow and develop, it is likely that marketing efforts and the focus consumer base will be more diverse and expansive. 3.Product – where are energy drinks on the product lifestyle? Justify. Which company has the dominant marker share? Justify using statistics. Introduction, growth, maturity and decline are the four stages of a product’s life cycle. Energy drink manufacturers are seeing increased sales and market share for their products in the larger non-alcoholic beverage marketplace. The energy drink industry, as a collection of drink and smaller energy shot products, also is fighting lawsuits related to adverse effects, Food and Drug Administration

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