Everything about Energy Drink totally explained
Energy drinks are
soft drinks advertised as providing more
energy than a typical drink. The amount of quantitative 'energy' (as measured in
calories) in these drinks is often lower than that in regular soft drinks. According to the
Marin Institute, there's no scientific basis for concluding that the non-caffeine elements in these drinks contribute to either mental alertness or physical performance.
Purpose
Companies market energy drinks, stating that the beverages increase energy and physical performance. One study says that they do deliver as promised. There is much controversy regarding their actual effects.
Ingredients
Generally energy drinks include
methylxanthines (including
caffeine),
B vitamins, and
herbs. Other common ingredients are
guarana, which has a high caffeine content,
taurine, plus various forms of
ginseng,
maltodextrin (a sweetening),
Carbonated water,
inositol,
carnitine,
creatine,
glucuronolactone and
ginkgo biloba. Some contain high levels of
sugar, while most brands also offer an artificially sweetened version. The central ingredient in most energy drinks is
caffeine, the same stimulant found in
coffee or
tea, often in the form of
guarana (as in
Josta) or
yerba mate.
The average 237 milliliter (8 fluid ounce) energy drink has about 80 mg of
caffeine, with 480 ml (16 fl. oz.) drinks containing around 150 mg, although more recently, drinks containing as much as 400 mg of caffeine (such as
Burn) have been marketed.
Side effects
Energy drinks may cause
seizures in those who suffer from certain forms of
epilepsy due to the "crash" following the energy high that occurs after consumption. France banned the popular energy drink
Red Bull after the death of eighteen-year-old athlete Ross Cooney, who died after he played a basketball game after consuming four cans of the drink. The French Scientific Committee (J.D. Birkel) concluded that Red Bull has excessive amounts of caffeine.
By the year 2001, the US energy drink market had grown to nearly 8 million per year in retail sales. Over the last 5 years, it grew an average of over 50% per year, totaling over $3 billion in 2005. Diet energy drinks are growing at nearly twice that rate within the category, as are 16-ounce sized energy drinks. It is estimated to hit nearly 4 billion in 2006, and both
Goldman Sachs and
Mintel predict that the energy drink market will hit $10 billion by 2010. Major companies' such as
Pepsi,
Coca-Cola,
Molson, and
Labatt have tried to match smaller companies' innovative and different approach, with marginal success.
Energy drinks are also popular as mixers.
These drinks are typically attractive to young people. Approximately 65% percent of its drinkers are younger than 35 years old, with males being approximately 65% of the market.
Derivatives
"Smart energy drinks" combine energy drinks with
smart drinks.
Packaging
In 2002
CCL Container and Mistic Brands, Inc., part of the
Snapple Beverage Group, teamed up for the national launch of Mistic RĒ. The result was a recyclable aluminum bottle. Since that introduction, many energy drinks are now packaged in the aluminum bottlecans produced by CCL.
Coca-Cola marketed two
Powerade brand energy drinks in bullet-shaped, screw-top aluminum bottle cans. Capri Sun targeted 16-25 year-olds with its Island Refreshers line, graduating from a foil pouch design to a bottlecan.
Further Information
Get more info on 'Energy Drink'.
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