SOCIAL PROJECT ON ILL EFFECTS OF ENERGY DRINKS

SUBMITTED TO MAHATMA GANDHI UNIVERSITY, KOTTAYAM IN PARTIAL FULFILLMENT OF THE REQUIREMENTS FOR THE AWARD OF THE DEGREE OF BACHELOR OF BUSINESS ADMINSTRATION

SUBMITTED BY RANJITH VARGHESE REGISTRATION NO .40080 UNDER THE SUPERVISION OF TARAMOL GP

UNIVERSAL EMPIRE INSTITUTE OF TECHNOLOGY, DUBAI INTERNATIONAL ACADEMIC CITY CENTRE CODE: 004 2009-2010

STUDENT DECLARATION

I, RANJITH VARGHESE , hereby declare that the social project entitled “ The ill effects of energy drinks” has been prepared by me during the year 2009-2010 on the basis of studies conducted by me under the guidance of Dr A.C Rajalakshmi of American Hospital, Dubai and my guide Mrs Tara mol I also hereby declare that the report is a record of original project work done by me and has not been submitted at any time previously to any institute or university for the award of any degree or diploma . Register no : 40080 Place Date : Dubai :

Signature

Student

Project Guide

ACKNOWLEDGEMENT

I am deeply grateful to all friends and colleagues who have helped me in the completion of this social project . But for the timely help and guidance of Mrs Tara Mol ,I wouldn’t have been able to accomplish the task at hand. I would also like to thank all who were directly and indirectly involved in the successful completion of this project and hope that this endeavor would help in making people aware of the implications of the subject at hand and help towards the overall betterment of society .

convenience stores. This project aims to bring forth the ill effects of Energy Drinks. until we have more information about their safety . but evidence of health benefits is limited at this time. The other ingredients in energy drinks are generally herbs (botanicals). A key ingredient in success in life is energy. increase alertness. Guarana is a herb that contains caffeine. Caffeine provides the main energizing “boost”. and improve mental and physical performance. They come in a variety of brands and are sold at supermarkets. and restaurants. if at all. amino acids. The youth seems to have fallen for it. The world demands that things get done faster and better. and minerals. Now energy comes in a can. vending machines.PREFACE It’s the day and age when everything in the world goes around fast. Most often these drinks contain high amounts of caffeine and sugar. Experts recommend that we consume herbal ingredients in moderation. Taurine is an amino acid naturally found in meat and fish with no special benefits. Green tea extract contains caffeine. Energy drinks claim to give you extra energy. green tea and ginseng. taurine. vitamins. Studies of ginseng have not shown any benefits. Some herbal ingredients commonly found in energy drinks are guarana. Research on these ingredients is ongoing.

CONTENTS CHAPTER 1 – INTRODUCTION • WHAT ARE ENERGY DRINKS ALL ABOUT? • ENERGY DRINKS VS. SPORTS DRINKS • WHAT ARE THE SIDE EFFECTS OF ENERGY DRINKS? • TARGETING YOUTH • BRAND PRESENCE CHAPTER 2 – ORGANISATIONAL PROFILE CHAPTER 3 – RESEARCH METHODOLGY • TYPES OF DATA • DATA COLLECTION METHOD • SAMPLE SIZE CHAPTER 4 – DATA ANALYSIS AND INTERPRETATION CHAPTER 5 – FINDINGS CONCLUSIONS AND SUGGESTIONS ANNEXURE BIBLIOGRAPHY .

CHAPTER 1 INTRODUCTION .

at dance clubs (often mixed with alcohol). • Energy drinks are not regulated and manufacturers can mix a variety of ingredients into the product without anyone checking out whether it’s safe • A high intake of caffeine can boost heart rate and blood pressure. These additions might include vitamins. and higher mental capacity. guarana. who often drink them before workouts. carnitine. Caffeine content is equal to a cup of regular brewed coffee. The high caffeine level found in these drinks is not suitable for children or anyone sensitive to caffeine. Sugar contributes about 25-30 gram of carbohydrates. or for all-night study marathons. The main ingredients found in energy drinks are caffeine and sugar. Positive effects promised by some manufacturers include improved muscle tone.WHAT ARE ENERGY DRINKS ALL ABOUT? Energy drinks are nonalcoholic beverages with the addition of so-called ‘energy enhancing’ ingredients. Energy drinks and their purported energy performance benefits are available to . amino acids. There are concerns regarding the use of energy drinks. as an afternoon pick-me-up. The drinks are popular with athletes and young adults. ginseng and inositol. caffeine. increased endurance. The popularity of energy drinks has increased considerably in the last few years.

It was invented for the football team at the University of Florida. In UK.pretty much everyone regardless of their dangers and side effects. Most such products in Japan bear little resemblance to soft drinks. These "genki drinks". it claimed that its ingredients were formulated for just such things. In spite of their increasing popularity. Gatorade is safer than many energy drinks and is known more as a sports drink. However. Lucozade Energy was originally introduced in 1929 as a hospital drink for "aiding the recovery. the energy drink dates at least as far back as the early 1960s. which are also produced in South Korea. with the release of the Lipovitan." The first drink marketed as being designed to improve the performance of athletes and sports stars arrived in the sixties. it was promoted as an energy drink for "replenishing lost energy. History Although not marketed as such." in the early 1980s. produced as "Iron Brew" in 1901. Designed to aid hydration and lengthen performance levels. Gatorade. are marketed primarily to the salaryman set. . the Scottish drink Irn-Bru may be considered the first energy drink. there is still controversy over their safety and suitability of these products for daily use. In Japan. and are sold instead in small brown glass medicine bottles or cans styled to resemble such containers. known as the Gators — hence its name.

an Austrian entrepreneur. Mateschitz developed Red Bull based on the Thai drink Krating Daeng. Major companies' such as Pepsi. In New Zealand and Australia the current leading energy drinks product in those markets V was introduced by Frucor Beverages Frucor. and Labatt have tried to match smaller companies' innovative and different approach. it grew an average of over 50% per year. ensured his Red Bull product became far better known. the US energy drink market had grown to nearly 8 million per year in retail sales. Jolt Cola was introduced in the United States. and both Goldman Sachs and Mintel predict that it will hit $10 billion by 2010." In 1995. but Pepsi discontinued the product in 1999. billing it as a means to promote wakefulness.In 1985. totaling over $3 billion in 2005. Coca-Cola. energy drinks were pioneered by the S. Diet energy drinks are growing at nearly twice that rate within the category. Molson. PepsiCo launched Josta.4 billion dollar market in 2007. the first energy drink introduced by a major US beverage company (one that had interests outside just energy drinks). The energy drink market became a $5. "All the sugar and twice the caffeine. before the business savvy of Dietrich Mateschitz. Red Bull is the dominant brand in the US after its introduction in 1997. Over the next 5 years. . By the year 2001. Spitz Company and a product named Power Horse. with marginal success. itself based on Lipovitan. with a market share of approximately 47%. Its marketing strategy centered on the drink's caffeine content. and a worldwide best seller. as are 16-ounce sized energy drinks. The initial slogan was. In Europe.

70 percent of respondents knew someone who had used an energy drink to stay awake longer to study or work.Energy drinks are typically attractive to young people. Powerade. screw-top aluminum bottle cans produced by Exal Corporation of Youngstown. In 2001 Coca-Cola marketed two Powerade brand energy drinks in bulletshaped. there is a limitation on the maximum caffeine per serving in energy drinks.. with males being approximately 65% of the market. many energy drinks are now packaged in the aluminum bottles or bottlecans. Approximately 65% percent of its drinkers are between the ages of 13 and 35 years old. part of the Snapple Beverage Group. Inc. Since its introduction. which used a recyclable aluminum bottle.Ohio. Popular brands such as Redbull and Monster have increased the amount of ounces per can. A 2008 statewide Patient Poll conducted by the Pennsylvania Medical Society’s Institute for Good Medicine found that: 20 percent of respondents ages 21–30 had used energy drinks in high school or college to stay awake longer to study or write a paper. Since in many countries. this allows manufacturers to include a greater amount of caffeine by including multiple servings per container. Conversely. is better known as a sports drink and is safer than many energy drinks. Since 2002 there has been a growing trend for packaging energy drink in bigger cans. . Energy drinks are also popular as drink mixers. including the US and Canada. In 2002 CCL Container and Mistic Brands. the same as Gatorade. the emergence of energy shots have gone the opposite way with much smaller packaging. worked together on the national launch of Mistic RĒ.

ENERGY DRINKS VS. energy drinks may actually lead to dehydration. . the industry has moved towards the use of natural stimulants and reduced sugar. More recently. They are not formulated or designed to replace lost fluids during exercise. Athletes use energy drinks to keep up their energy during intense physical activity and for an added edge during competition. which cause concern for athlete’s health. in the form of a tablet or powder that can be added to water to create an energy drink. Rather than re-hydrating their bodies. helping to maintain salt and potassium balances in the body.In 2007 energy drink powders and effervescent tablets were introduced. Consumption of caffeine at these rates can lead to caffeine intoxication. Sports drinks provide sugars. which the body burns to create energy and replenish electrolytes. SPORTS DRINKS Energy drinks should not be confused with sports drinks. These can offer a more portable option to cans and shots. There is also limited scientific evidence available that the consumption of these energy drinks can significantly improve physical and mental performance. such as Isotone or Powerade intended to re-hydrate the body. Energy drinks are formulated to deliver high concentrations of caffeine and other stimulants to give the drinker a rush of energy. There is an added risk of the additive effect of the other stimulants too. and at these high levels caffeine is a stimulant drug.

Some concentrated energy “shots” contains an excess amount of niacin (Vitamin B3). research shows that a high sugar intake may make it more difficult for the body to lose weight. and unnecessary calorie intake may result in weight gain. you may experience heart palpitations. and increased urination. Energy shots contain about 30 mg in one 2-ounce serving. . A typical 16 ounce can has 50 to 60 grams. sleeplessness. increased blood pressure. and 16 mg for men. Drinking more than 400 mg of caffeine a day is considered high. dehydration. upset stomach. If you regularly consume large amounts of energy drinks. irritability. increased bone loss. there are down sides to high caffeine and sugar consumption. Energy drinks also contain high amounts of sugar. The recommended daily intake of niacin is14 mg for women. or 12.WHAT ARE THE SIDE EFFECTS OF ENERGY DRINKS? While energy drinks provide an initial jolt and increase alertness. The combination of heart palpitations and high blood pressure has also been shown to cause anxiety.5 to 15 teaspoons of sugar! Sugar adds calories. and higher doses may cause adverse health problems. Niacin intake at about 35 mg or above may cause flushing. Additionally.

green tea. bitter orange (synephrine or octopamine). Toxicological and safety tests have not been performed on many of the ingredients resulting in questions regarding the actual safety of these products. The patient’s condition returned to normal within 30 days of stopping caffeine consumption. Insomnia In addition to toxicological concerns. Caffeine has also been associated with mania in a patient with no history of psychiatric illness. several of the components of energy drinks can potentially exacerbate or initiate manic episodes for patients.000 mg daily. The bottom line is not enough is known yet about the combination of ingredients in energy drinks and their effects. yohimbine. To make matters worse. .Health Risks Because of energy drinks’ high levels of caffeine and other stimulant ingredients. when these stimulants are used in combination with each other (multicomponent formulation).” also called Asian or Korean ginseng. The patient increased caffeine consumption to approximately 1. athletes could be putting their health at risk by consuming such products. a patient with no psychiatric illness previously experienced mania after two months of using 500 to 750 mg of “Panax ginseng. such as guarana. and mixed into one beverage they can also be associated with serious cardiovascular issues. methylphenylethylamine (5-HTP) and ginseng. vinpocetine. 5hydroxyl trypophan. yerba mate. For example. either alone or in combination.

The interaction of this compound with other medications is not well established. Pentoxifyline. particularly for patients with poorly controlled or undiagnosed psychiatric conditions. Although warning labels often state not to take this supplement when on a monoamine oxidase inhibitor (MAOI). It could make the medication inactive or depending upon the person’s health could lead to other serious side effects. Plavix. Tidid. . vitamin E. Blood Thinners Vinpocetine.Drug Interactions Real concern may exist regarding ingestion of large amounts of ingredients found in energy drinks. an individual who does not heed the warning label is at risk for interactions with this type of medication. but there is the potential for harmful interactions with anti-depressant medications. another ingredient found in some energy drinks. Antidepressants 5-hydroxy tryptophan (5-HTP) is a precursor to the neurotransmitter serotonin. could cause serious drug interactions with aspirin. which is produced in the brain known to influence various cognitive and behavioral functions. Additionally. many of these ingredients should not be used in combination with certain prescription and over-the-counter drugs as serious drug interactions have been reported.

however. buproprion. Other stimulants such as ginseng are often added to energy beverages and . too large of a dose can be harmful and toxic. and gingko. This compound should not be taken with the drug Coumadin since it thins the blood and could cause excessive bleeding. phenothiazines. It can not be used in combination with tricyclic antidepressants. amphetamines or any other central nervous system stimulants. Nasal decongestants or diet products containing phenylpropaanolamine should be avoided to prevent dangerously high blood pressure and heart palpitations Food Interactions It is also not recommended to consume cheese or red wine while taking yohimbine because this combination can result in high blood pressure levels that are unsafe. clonidine. and other drugs for lowering blood pressure. consumption of two or more beverages in a single day can. Blood Pressure Yohimbine is another ingredient often used in energy drinks. It can lower blood pressure too much and can also make the blood pressure medication inactive. The range between an effective dose and a dangerous dose is very narrow. Consumption of a single energy beverage will not lead to excessive caffeine intake. Caution is warranted even for healthy adults who choose to consume energy beverages.garlic.

Britain investigated the drink.may enhance the effects of caffeine. The drinks may cause seizures due to the "crash" following the energy high that occurs after consumption. Birkel) concluded that Red Bull has excessive amounts of caffeine. In the US. and have a higher likelihood of an energy "crash-and-burn" effect. energy drinks have been linked with reports of nausea. Caffeine dosage is not required to be on the product label for food in the United States. irritability. performance is decreased by up to 10%. The French Scientific Committee (J. who died as a result of playing a basketball game after consuming four cans of the drink. Until 2008. Caffeine in energy drinks can excrete water from the body to dilute high concentrations of sugar entering the blood stream. If the body is dehydrated by 1%. although the ban has recently been revoked. Adverse effects associated with caffeine consumption in amounts greater than 400 mg include nervousness. abnormal heart rhythms (arrhythmia). In 2009 a school in Hove. England requested that local shops do not sell energy drinks to pupils. as all research shows that consuming high-energy drinks can have a detrimental impact on the ability of young people to concentrate in . and ingredients such as guarana themselves contain caffeine. France banned the popular energy drink Red Bull after the death of eighteen-year-old Irish athlete Ross Cooney.D. unlike drugs. Head teacher Malvina Sanders added that "This was a preventative measure. leading to dehydration. Denmark also banned Red Bull for a while. Energy drinks do not provide electrolytes. but only issued a warning against its use by pregnant women and children. sleeplessness. and stomach upset. increased urination. but some advocates are urging the FDA to change this practice. abnormal heart rhythms and emergency room visits.

However. Where energy drinks are stimulants." The school has negotiated for their local branch of Tesco to display posters asking pupils not to ask for the products. . A mixer of "Battery" energy drink and vodka is known in Finland as akkuhappo (literally "battery acid")). alcohol is a depressant. a large majority do so to hide the taste of alcohol. A mixer of Jägermeister and "Battery" energy drink is known as Jekkupatteri (prank battery). they may be unable to counteract some of the psychomotor impairments of alcohol intoxication. injury and riding with an intoxicated driver. Consequently. Although people decide to drink energy drinks with alcohol with the intent of counteracting alcohol intoxication. Energy drinks can lessen the subjective effects of alcohol intoxication like dizziness and headache.class. even after adjusting for the number of drinks.A common alcohol and energy drink mix is the Jägerbomb. Combination with alcohol Energy drinks are often used as mixers with alcohol. Both the caffeine in energy drinks and alcohol are known to act as diuretics and so could lead to excessive dehydration. In fact. and are also more likely to suffer alcohol-related consequences such as sexual assault. the mix can be particularly hazardous as energy drinks can mask the influence of alcohol and a person may misinterpret their actual level of intoxication. people who drink mixers are more likely than non-mixers to drink more alcohol.

and communication among users on Internet sites such as MySpace and Facebook. Companies are looking for “one-onone relationships” gained through events. as opposed to traditional channels (such as television. radio. extreme sports sponsorships. Alcoholic energy drink producers have built on the popularity of nonalcoholic energy drinks in two ways: 1) Promoting the mixing of energy drink products with alcohol. Internet interactions.TARGETING YOUTH To understand how alcoholic energy drinks are marketed. text messaging. Nonalcoholic energy drink producers promote youth consumption using “grassroots” level marketing strategies. Efforts to encourage the mixing of alcohol with energy drinks serve as a stepping stone to building a separate beverage category of premixed alcoholic energy drinks . magazine. it is critical to examine the popularity of nonalcoholic energy drinks among youth. Teenagers and young adults are the core consumer group for these products. and outdoor advertising). and 2) Marketing premixed alcoholic energy drinks.

but they often neglect to notice the total amount of caffeine they get in a day. Parents should avoid giving energy or other caffeinated drinks to children. as well as the previously mentioned side effects. Studies have shown that high caffeine intake in adolescents can result in difficulty sleeping and tiredness in the morning. . such as getting adequate rest and physical activity. High school and college students may consume energy drinks to stay up late or study.Caffeine and Adolescents Children under the age of 12 have no need for caffeine in their diets. It is important for teens and their parents to monitor caffeine consumption and look for healthier options for staying energized. Adolescents should recognize that energy drinks are no substitute for sleep and rest.

Lifestyle Statements : Youngsters .

Bison is KSA based (& manufactured) • Bison. Power Horse) dominate advertising with 85% + share • While Red Bull is the key international brand.BRAND PRESENCE Top 10 brands in UAE • Top 10 brands account for over 98% of total advertising spends • The ‘Big 3’ (Bison. followed by Power Horse enjoys the strongest market shares in KSA. hence no (or minimal) advertising in UAE • Red Bull is the key advertiser in the UAE market . Red Bull.

Dubai one of the venues • Power Horse sponsored a UAE Car Rally team that participated in the ME . specifically Red Bull & to some extent Power Horse • Red Bull backed teams in Formula 1 (globally televised motor sport) • Red Bull Air Race (Abu Dhabi hosts one of the events on the calendar) • Red Bull ‘Flug Tag’ .Brand Visibility There are international / global associations that considerably enhance brand visibility for a few brands.a global extreme sports event.

popular mix with an Frequent sampling exercises in Shopping Malls / Cinemas / Public prominently displayed alcoholic drink .dispensers / branding Branding in Night Clubs / Restaurants .• Rally Championship (covered by local & regional sports TV channels) Some prominent other marketing activities comprise of • • • areas • Branded vehicles (belonging to Red Bull) traversing the city roads Tie up with Health & Sports Clubs .

Joint Replacement.C Rajalaxmi is a distinguished doctor of the American hospital having served the citizens with gynecology & obstetrics dedication for the past 5 years specializing in . and Diabetes Dr A. making it the first private laboratory in the Middle East to be accredited by (CAP). general medical/surgical hospital whose mission is to provide high quality American standard healthcare that will meet the needs and exceed the expectations of the people of Dubai. plus selective tertiary services.CHAPTER 2 ORGANISATIONAL PROFILE The American Hospital Dubai is a 143 bed. Heart. last one in 2009 by the College of American Pathologists (CAP). the UAE and the surrounding Gulf States The hospital is the first in the Middle East to get accredited by the Joint Commission International Accreditation (JCIA) which reassures our continued commitment to the highest quality American Standard of Healthcare in the region. The hospital’s Medical Laboratory is also accredited and re accredited. acute care. The hospital continues to expand its services in primary and secondary care. In 2009 the hospital was reaccredited for the fourth time. to include Centers of Excellence in . Cancer.

CHAPTER 3 RESEARCH METHODOLOGY DESIGN OF METHODOLGY The researcher for the purpose of research has made use of both primary data and secondary data. The researcher has also visited college campuses across the UAE and have spoken to students on what drives . This method has helped the researcher compile and analyse data in an organized manner. observed and recorded as part of this study. Data was collected from consumers consisted of mostly youth. reports and articles. TYPES OF DATA 1. The researcher has visited various supermarkets around Dubai and Sharjah and has spoken to the shop keepers about the consumption patterns for energy drinks. The researcher has taken great care to talk to consumers in depth and understand what drives them to drink energy drinks. In this random sampling method of research was used to collect data through a cross segment population of UAE. Resources for secondary data are from books. Primary data: Primary data are measured.

Secondary data The researcher has also collected articles from newspapers like The National. Gulf News. This method helped to collect each information giving an equal chance of the entire representation to be selected as a sample. Data Collection Method The researcher went to supermarkets. Sample Size Sampling method used by the researcher in this research is random sampling. The researcher has also gone to many health clubs and gyms around the region and have spoken to fitness instructors on what their opinion is about energy drinks. college campuses and shopping malls and conducted surveys among a wide range of respondents in order to get accurate and reliable data. health clubs. Khaleej Times and magazines like The Health which are published in the UAE. The researcher selected this method due to the fact that there should be a diverse representation from entire UAE population. The articles collected are from reliable sources.them to drink energy drinks. . The researcher has also used stratified sampling method which gives the researcher an opportunity to target specific categories of the total population. 2.

. mainly students weren’t able to articulate the exact reason why they consumed energy drinks. The tabulated data was analysed and the findings and appropriate suggestions are given. This included conducting the survey within a stipulated period of time. Some respondents.Data analysis and interpretation The collected data was coded giving individual codes to each answer and was tabulated as per the specific objective of the study. Limitation of the study The researcher was not able to control certain variables.

of respondents 10 25 30 15 80 Percentage 12.CHAPTER 4 DATA ANALYSIS AND INTERPRETATION Based on the information collected by the researcher using questionnaires.25 37. Consumption pattern of different age groups Consumption Once a month 2 2 2 6 12 None 0 2 6 4 12 Age 7-12 12-18 18-25 25 and above Total Once a day 2 12 14 2 30 Twice a day 4 6 6 2 18 Once a week 2 3 2 1 8 No.5 18. the following consolidation of facts is listed below: GENERAL CHARACTERISTICS OF THE RESPONDENTS TABLE 1.5 31.75 100 .

This group being more active in their lifestyle seem to play a factor for this trend .Majority of consumers seem to consume energy drinks once a day Interpretation : Around 37. .5% of respondents in the age group of the age group between 18 and 25 seem to consume more energy drinks when compared to other age groups .

75 Post graduate 3 4 1 3 7 18 22. Consumption pattern of different educational levels Education level Illiterate Primary High school Degree Once a day 2 5 7 13 Twice a day 1 4 5 4 Once a week 2 2 2 1 Consumption Once a month 2 1 1 5 None 1 0 0 4 No.75 33. of respondents 8 12 15 27 Percentage 10 15 18. Media to has played a key role in altering the general perception to that of a positive one.5 Total 30 18 8 12 12 80 100 .Also the age groups between 12 and 18 seem to be high on consumption due to the large scale exposure of these drinks as a substitute for natural food . TABLE 2.

It is to be noted that 22. .Interpretation : 33.75% of the respondents namely students committed to degree courses consume energy drinks on a larger basis than the other groups .5% of the postgraduate students too follow closely behind the above mentioned group in consumption of energy drinks.

5 30 28.TABLE 3. Consumption pattern of different income levels Monthly family Income Below 1000 Dhs 1000-2000 Dhs 2000-5000 Dhs 5000-10000 Dhs Above 10000 Dhs Total Once a day 4 5 6 7 8 30 Twice a day 1 3 6 5 3 18 Once a week 1 1 1 3 2 8 Consumption Once a month 2 1 1 5 3 12 1 0 0 4 7 12 None No. of respondents 4 5 6 7 8 80 Percentage 11.75 100 .25 12.5 17.

10.000 family income bracket.Interpretation : Maximum consumption seen in the Dhs.5000 to Dhs. .

5 17.25 17. of respondents 24 15 13 14 14 80 Percentage 30 18. Consumption pattern of different occupation levels Consumption Once a month 3 1 1 4 3 12 None 0 3 3 4 2 12 Monthly family Income Student Entry level Mid level Senior level Not working Total Once a day 15 7 3 2 3 30 Twice a day 4 3 5 3 3 18 Once a week 2 1 1 1 3 8 No.TABLE 4.5 100 Interpretation : Majority of respondents who are students consume energy drinks once a day.75 16. .

TABLE 5.5% of the respondents consumer energy drink at least once a day.5 10 15 15 100 Interpretation : 37.5 22. Rate of consumption of respondents No. of respondents 30 18 8 12 12 80 Once a day Twice a day Once a week Once a month None Total Percent 37. .

of respondents 13 13 12 12 30 80 Taste Occasion Prestige Enjoyment Addiction Total Percent 16.5 100 Alarmingly high number of respondents are addicted to energy drinks which is a huge health concern.TABLE 6.25 16. .25 15 15 37. Reasons for consumption No.

Does energy drinks affect your health? No. 73% respondents consider energy drinks to be a health risk but continue to drink them .TABLE 7.5 100 Interpretation : This finding is a shocker.5 27. of respondents 58 22 80 Yes No Total Percent 72.

Interpretation : Almost 45% of the consumers prefer Red Bull compared to other brands. .

CONCLUSIONS AND RECOMMENDATIONS FINDINGS The research clearly shows that the consumers understand that they energy drinks form negative side effects but continue to drink energy drinks.CHAPTER 5 FINDINGS . We need not wait for more science to act. we do know that alcoholic energy drinks constitute a potential danger to the health and safety of our communities. and particularly to our young people. Communities need to aggressively seek voluntary action to protect our young people from harm. making regulation far more difficult or impossible. CONCLUSIONS & RECOMMENDATIONS Past experience shows that a swift response is critical or the economic benefits associated with their sale will become entrenched. The alcohol industry’s plan to market these beverages and promote the mixing of alcohol with energy drinks should be vigorously opposed before the products become even more popular. . Despite the limited science.

Actions by Beverage Producers Producers of nonalcoholic energy drinks such as Red Bull should immediately halt all promotional efforts aimed at encouraging the mixing of their products with alcohol. chances are your energy levels will not need any extra boost! Specific diet needs vary by the individual. alerting consumers to the risks associated with consuming alcohol with caffeine and other stimulants contained in energy drinks. WHAT’S A BETTER WAY TO FEEL ENERGIZED? Eat well. Producers who refuse to discontinue the production and sale of alcoholic energy drinks should at a minimum. pending further review of the safety of this practice. contained in the drinks. to ensure proper classification of alcoholic energy drinks as either malt beverages or distilled spirits under applicable federal and state laws. and ■ Provide prominent health and safety warning labels on each container. including stimulants such as caffeine and guarana. ■ Disclose the percentage of alcohol derived from distilled spirits. If you eat a complete and balanced diet. do the following: ■ Fully disclose the ingredients in all alcoholic energy drinks and the amounts of additives. . Manufacturers should initiate a public service campaign alerting alcohol consumers to the risks of mixing alcohol with energy drinks.

• Foods high in fat may make you feel groggy. than just eating a high carbohydrate meal such as pasta. Dehydration will make you feel tired and it is dangerous for health. Coffee and tea both contain caffeine. energy. most teens need eight to 9. Try having just one 8-ounce cup and see if your body really needs more caffeine.Here are some other energy tips: • A large meal may make you feel drowsy. You may want another cup. • • Drink water to stay hydrated. If you feel yourself growing tired while studying or working. reduce your consumption slowly. If you find yourself dependent on highly caffeinated drinks. but you certainly won’t need an energy drink! • Cut back on caffeine slowly. • Eating some protein at each meal or snack will give you longer lasting • Fresh fruits and veggies and whole grains are healthy and may make you feel “fresh” too! • Get plenty of sleep. bread or sweets. While individual needs vary. If your body gets the rest it needs. you’re less likely to feel drowsy during the day. go for a quick 10-minute walk or do some exercises to make you more alert. You will feel more alert and concentrate better with adequate sleep. Children need 60 minutes of physical activity each day and adults need at least 30 minutes. Regular • • physical activity will also improve your energy level. Move it. .5 hours of sleep each night and most adults need seven to eight hours. Drink coffee and/or tea in moderation.

• Taking caffeine completely out of your routine can result in withdrawal symptoms that include headaches. and depressive symptoms. . body aches.

Annexure 1 Questionnaire Name of the respondent Address _________________________________ _________________________________ _________________________________ _________________________________ 1. Age 7 to 12 years 12-18 years 18-25 years 25 years and above 2. Sex Male Female 3. Education Illiterate Primary HighSchool Graduate Post Graduate .

Income level Below 1000 Dhs 1000-2000 Dhs 2000-5000 Dhs 5000-10000 Dhs Above 10000 Dhs 6. Please name your favorite energy drink? ______________________ . Occupation Student Entry level Mid level Seniro level Not working 5.4. Do you consume energy drinks? Yes No 7.

Do you believe consumption of energy drinks is good for your health? Yes No .8. What is the level of your consumption? Once a day Twice a day Once a week Once a month None 9. What is the reason for consumption? Taste Occasion Prestige Enjoyment Addiction 10.

Which source made you get attracted to Energy Drinks? Newspaper Radio AD TV AD Promotion Others .What is the reason for consumption of Energy Drinks ? Taste Occasion Prestige Enjoyment Addiction 12.How long have you been consuming Energy Drinks ? Specify 13.11.

Do you think Energy Drinks Consumption will affect your health ? Yes No Comments 15.14.Did any doctor specify not to consume Energy Drinks ? Yes No .

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