Energy Drinks

Energy Drinks

Definition

Energy drink is any beverage that contains high levels of a stimulant ingredient, usually caffeine, as well as sugar and often supplements, such as vitamins or carnitine. It is promoted as a product capable of enhancing mental alertness and physical performance.

Energy drinks are outstanding from sports drinks, which are used to replace water and electrolytes during or after physical activity, and from coffee and tea, which are brewed; contain fewer ingredients; and may be decaffeinated. Energy drinks also differ from soft drinks, which either do not contain caffeine or contain relatively small amounts of caffeine. Although some energy drinks are considered beverages, others, namely those containing food additives (e.g., taurine or other amino acids), may be marketed as dietary supplements.

Technology

The primary ingredients in energy drinks are caffeine, taurine, and simple sugars (like sucrose, fructose, or beet sugar).3 Guarana (Paullinia cupana) from South America often is added as it provides about 250 mg caffeine per 3-5 g herb (see Table for comparison with other caffeine sources).4 Guarana contains other compounds related to caffeine with similar effects, so its addition is not equivalent to adding more caffeine. A variety of herbs and other compounds are contained in specific brands, including Gingko biloba, Panax ginseng, L-carnitine, and B vitamins.2The actual ingredients and their amounts vary widely.

Energy Drinks

Uses

Energy drinks have the effects that caffeine and sugar provide, but the experts still argue about the possible effects of the other ingredients. Most of the effects of energy drinks on cognitive performance, such as the increased attention and reaction speed, are primarily due to the presence of caffeine. There is evidence that energy drinks can increase mental and athletic performance. Performance during prolonged driving is increased after consumption of Red Bull. Other tests for physical performance showed results such as increased endurance and power. Energy drinks are marketed to provide the benefits among the health effects of caffeine along with benefits from the other ingredients they contain. Health experts agree that energy drinks that contain caffeine do improve alertness. The consumption of alcoholic drinks combined with energy drinks is a common occurrence on many college campuses. The alcohol industry has recently been criticized for marketing cohesiveness of alcohol and energy drinks. The combination of the two among college students is correlated to the students experiencing alcohol-related consequences, and several health risks.

There is no reliable evidence that other ingredients in energy drinks provide further benefits, even though the drinks are frequently advertised in a way that suggests they have unique benefits. The dietary supplements in energy drinks may be purported to provide product benefits, such as for vitamin B12, but no claims of using supplements to enhance health in otherwise normal people have been verified scientifically. Various marketing organizations such as Red Bull and Monster have described energy drinks by saying their product “gives you wings”, is “scientifically formulated”, or is a “killer energy brew”. Marketing of energy drinks has been particularly directed towards teenagers, with manufacturers sponsoring or advertising at extreme sports events and music concerts. Moreover, it targets a youthful audience through social media channels. When mixed with alcohol, either as a prepackaged caffeinated alcoholic drink; a mixed drink; or just a drink consumed alongside alcohol, energy drinks are often consumed in social settings.

Energy DrinksEnergy Drinks

Statistics

This report forecasts revenue growth at global, regional, and country levels and it provides an analysis on the industry trends in each of the sub-segments from 2014 to 2025. For the purpose of this study, Grand View Research has segmented the global energy drinks market based on application and region:

  • Product Outlook (Revenue, USD Billion, 2014 – 2025)
    • Alcoholic
    • Non-Alcoholic
  • Product Type Outlook (Revenue, USD Billion, 2014 – 2025)
    • Non-organic
    • Organic
    • Natural
  • Target Consumer Outlook (Revenue, USD Billion, 2014 – 2025)
    • Teenagers
    • Adults
    • Geriatric Population
  • Distribution Channel Outlook (Revenue, USD Billion, 2014 – 2025)
    • On-trade
    • Off-trade & Direct Selling
  • Regional Outlook (Revenue, USD Billion, 2014 – 2025)
    • North America
      • U.S.
      • Canada
      • Mexico
    • Europe
      • Germany
      • UK
    • Asia Pacific
      • China
      • India
      • Japan
      • Thailand
    • The Middle East and Africa
    • Central & South America
      • Brazil

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