History Of Energy Drink Consumption On Australia

1632 Words Mar 17th, 2016 7 Pages
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 energy drink product on the market was V, introduced by ‘Frucor Beverages’. The product now represents over 60% of market in New Zealand and Australia. They are regulated under the Standard 2.6.4 (Formulated Caffeinated Beverages) of the Australia New Zealand Food Standards Code. The Code specifies maximum levels of substances that can be added to an energy drink.

2. Major target market(s) for the Energy drink products.
When thinking about the energy drink target market, it is important to consider who is most receptive to the purported effects of the beverages. Although everyone is susceptible to the fatigue of the super-charged, over-worked lifestyle, young people are especially vulnerable to constant exhaustion and insufficient energy.…
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