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) E nergy Drinks: An Assessment of Their Market Size, Consumer Demographics, Ingredient Profile, Functionality, and Regulations in the United States 1. M.A. Heckman, 2. K. Sherry, 3. E. Gonzalez De Mejia Article first published online: 29 APR 2010 DOI: 10.1111/j.1541-4337.2010.00111.x

The consumption of energy drinks is rapidly increasing, as demonstrated by their large market growth. The targeted demographic group is teenagers, young adults, 18 to 34 y old; although expansion into nontraditional markets is also occurring. It is claimed that energy drinks can offer an increased energy boost related to their ingredient profile of caffeine, taurine, herbal extracts, and vitamins. Research suggests that energy drink formulations, in addition to increasing energy utilization, may also improve mood, enhance physical endurance, reduce mental fatigue, and increase reaction time. However, in most cases, the corresponding mechanisms of action are not clear. In addition, concerns have been raised over their safety and with a currently weak regulatory environment, efforts need to be made to ensure consumer safety. The objective of this article is to review the current U.S. energy drink market with emphasis on its market size, target demographic, active ingredients, potential benefits, safety, and regulations.Energy drinks fall into the category of functional beverages, which also encompasses sports and nutraceuticaldrinks . Sports drinks are designed to be consumed before or during exercise to prevent dehydration, supply carbohydrates, provide electrolytes and typically do not contain caffeine (Nutraceutical beverages, on the other hand, are designed to promote and enhance health, usually containing bioactive compounds such as concentrated extracts from teas, fruits, and vegetables or herbs.The target market for energy drinks is broadening as new products are developed in an effort to reach niche submarkets and differentiate themselves from their competition

2.) Energy Drinks


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Submitted by: ansoto87 Date Submitted: 09/20/2008 03:48 PM Category: Biology

Energy Drinks The use of energy drinks in the United States has increased more than the controversial consumption of regular sodas. According to Coca-Cola executives, profits from energy products since 2005 through 2008 will total $540 million, compared with $210 million for regular soft drinks, $130 million for bottled water and $290 million for sports drinks (Warner). So what is it about this drinks that make them more popular than our pure and vital water? The answer is very simple; our hectic lifestyles. Todays society is filled with exhaustion and high stress levels; many people rely on energy drinks to give them that second wind, which helps them stay awake through a test, and even revive them for a party. According to Simmons Research, thirty-one percent of teenagers in the United States say they drink energy drinks on a regular basis. People use energy drinks to boost their energy so they can be able to perform better, but because energy drinks contain ingredients that harmthe human body they should be banned all over the world. There are some factors that increase the popularity of energy drinks. For example the easy to grab structure in which they are packed. The small container makes it quick to drink down, and the smaller scale gives the impression that the contents are more concentrated, which attracts the consumer even more. The color of the energy drinks is another reason for their popularity; a combination of bright and vivid colors such as acidic greens and yellows, black and red suggest a sense of energy and high performance. The mystery flavor in energy drinks is another reason why these drinks are consumed in excess. Compared to a typical juice offering, there is little or nothing about energy drink packaging to tell the consumer what the product tastes like. Instead, the graphic emphasis is more on the consumer's sensibilities and attitude than flavor or thirst (Patterns)

3.) Energy Drinks: Ingredients & Dangers By Brian | November 23rd, 2004 Since the 1990s, energy drinks have gone from being the latest craze and fad to a permanent fixture in our culture. Given the various seemingly exotic ingredients, heres a general introduction to the various energy drink dangers and advantages. I wont go into great biological detail since you could probably write a book about the energy drink craze. Instead Ill provide you with some information that should let you be a more informed consumer when it comes to energy drinks. What are Energy Drinks? An energy drink is a beverage that contains some form of legal stimulant and/or vitamins which are meant to give consumers a short term boost in energy. The Magical Ingredients In general, these drinks have one thing in common: They all contain a lot of sugar and/or caffeine. These could be considered the active ingredients. So before you go bragging about how powerful a certain drink was and how its natural ingredients helped you wake up in the morning or dance all night, consider that you probably got more of a sugar rush than anything else. Energy Drinks & Marketing The thing about energy drinks is that they are marketed as being all-natural energy boosters loaded with exotic ingredients that popular culture believes to be healthy. Energy drinks are generally marketed towards younger crowds, especially those who go to raves. People are buying energy drinks in record numbers, even at an incredible $2-3 for a can smaller than an average soft drink can. Just FYI, the energy drink industry is worth over a billion dollars in sales annually. Note that Red Bull energy drink leads the way. While Red Bull may have lame TV commercials, energy drinks tend to have cool logo colors and fonts, modern can or bottle shapes, and a high energy feel surrounding them. Its a marketing companys dream come true!

4.) Energy Drinks Dominate the Functional Beverage Market in the U.S. Since being introduced in the United States in 1997, the energy drink market is the fastest growing segment in the beverage industry, and it has grown into a multibillion-dollar business. April 30, 2010 Mindy Weinstein 312.604.0231 mweinstein@ift.org

Energy Drinks Dominate the Functional Beverage Market in the U.S. CHICAGO Since being introduced in the United States in 1997, the energy drink market is the fastest growing segment in the beverage industry, and it has grown into a multibillion-dollar business. A new article in Comprehensive Reviews in Food Science and Food Safety looks at the rapid growth of the U.S. energy drink market and how energy drinks are marketed to target demographics, such as young adults. The article also reviews the active ingredients in energy drinks, potential benefits, safety, and regulations. Energy drinks refer to beverages that contain caffeine in combination with other presumed energy-enhancing ingredients such as taurine, herbal extracts, and B vitamins. They fall into the functional beverages category, which includes sports and nutraceutical drinks. In the United States, energy drinks hold 62 percent of the functional beverages market, and their market share continues to grow. The majority of energy drinks are targeted at teenagers and 18- to 34-year-old adults due to their on-the-go lifestyle and receptiveness to product marketing. There are conflicting results concerning the positive effects of energy drinks on physiological and cognitive performance. Studies show consumption of particular energy drinks as beneficial in improving aerobic endurance and anaerobic performance. However, several studies have looked at the association between energy drink consumption and problematic behavior. A recent study found a positive correlation between increased energy drink consumption and increased risk-taking behavior.

5.cause and Effect Essay # 116890 Are Energy Drinks a Health Risk? This paper examines the long-term effects of energy drinks on college students. Written in 2009; 1,396 words; 5 sources;Tara Parker-Pope . "Energy drinks should be taken into moderation to avoid the negative side effects of caffeine withdraw. Consuming abundant amounts of caffeine daily affects the body by creating an unhealthy dependency. The amount of caffeine that's needed daily to produce a dependency is labeled at 100 milligrams a day. Most energy drinks have equal or double that amount in just one 16 oz can. Energy drinks are just like any other addictive substance; once you are hooked the levels of tolerance for caffeine increases making it more difficult to maintain the "high" rush. Long extended periods of time without caffeine in a person's system, provided by energy drinks, cause them to exhibit caffeine withdrawal symptoms. Young adults will experience headaches, which are mild to extreme causes, which have been linked to deaths. Other symptoms that may arise include, but are not limited to fatigue, drowsiness, dysphonic mood, difficulty concentrating, depression, irritability, nausea, and muscle aches ([Griffiths et al., 1990] [Juliano and Griffiths, 2004]). Young adults need to be informed on this subject so they can make smarter choices about their health." This paper first describes the mass appeal of energy drinks to students and then examines the history of energy drinks since the introduction of the popular energy drink, Red Bull, in 1997. The major issues examined in this paper are whether or not the negative health risks associated with energy drinks make it worth the advantages that students use them for. The paper lastly discusses how the energy drink companies have grown in recent years and discusses the future of students and energy drinks

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