Another survey found that 28 percent of adolescents in the European Union had consumed these sorts of beverages in the past three days. This popularity is in marked contrast to the recommendations of groups like the American Academy of Pediatrics and the American College of Sports Medicine , who say youth should forgo these products entirely.
These recommendations are based on concerns about health problems that, although rare, can occur after consumption, including seizures, delirium, rapid heart rate, stroke, and even sudden death.
Of these, approximately 1, were children ages 12 to 17, although the number of visits from this age group increased only slightly over the four years. For their part, energy-drink manufacturers argue that they are being unfairly targeted. At the Connecticut hearing, the head of public affairs for Red Bull North America, Joseph Luppino, maintained that there is no scientific justification to regulate energy drinks differently than other caffeine-containing beverages such as soda, coffee, and tea—particularly when some coffeehouses serve coffee with a caffeine content exceeding that of a can of Red Bull.
In recent years, countries such as the United Kingdom and Norway have considered banning sales to young people, while Lithuania and Latvia have active bans in place. In the United States, along with Connecticut, state legislators in Maryland, Illinois, and Indiana have introduced bills, though none have been signed into law.
It is supported by the parents of a year-old who died from a caffeine-induced cardiac event after consuming a coffee, a soda, and an energy drink within a period of two hours.
Read: How much caffeine before I end up in the E. As the regulatory status of energy drinks continues to be debated, a growing number of consumers and public-health advocates are asking why and how a product loaded with caffeine and other stimulants became so popular among young people.
The reasons are a mix of lax regulation, the use of caffeine as a sports-performance enhancer among adults, and a bit of scientific uncertainty. Historically, government agencies such as the U. Food and Drug Administration have struggled to regulate beverages with added caffeine. Though it offers some guidance , the FDA allows manufacturers of liquid products to decide on their own whether to market their products as dietary supplements or as conventional foods and beverages, which carry differing regulatory requirements.
Researchers from the Johns Hopkins School of Medicine, in a review published in the journal Drug and Alcohol Dependence , note that that lack of consistency is partly due to our long love affair with drinks in which caffeine is naturally occurring, including coffee and tea.
In , citing health concerns, the FDA proposed to eliminate caffeine from soft drinks, which are regulated as foods. The manufacturers, however, claimed the caffeine was a flavor enhancer. The FDA approved caffeine, but limited the maximum content of cola-type soft drinks to. When energy drinks first appeared on the American market in the late s and early s, some manufacturers claimed the products were neither drugs nor conventional foods, but dietary supplements.
As early as , sports and medical organizations began issuing position statements discouraging energy-drink consumption by young people. But research shows that the Asia-Pacific region is expected to be one of the fastest-growing markets for the industry, thanks to more disposable income and changing demographics while marketing efforts by the industry in Europe will help it grow between and Want to know more about the biggest players in this industry? Keep reading to learn about the largest companies in the energy drink market as well as some of the emerging trends.
The company introduced the drink in Austria in , marking the beginning of the global energy drink industry. Red Bull comes in 8. Red Bull is sold in countries, where it employs more than 12, people. The first cans were sold outside Austria in in Germany and in the United Kingdom.
Sales in the United States began in and Canada in The company continues to focus on its efforts to expand in the U. The company is a private company owned by chief executive officer CEO Dietrich Mateschitz, along with Thai businessman Chalerm Yoovidhya and his family. Because the company is privately owned , there is very little financial information available. According to the company, more than 7.
That's a jump of 5. The company began selling Monster Energy drinks in after unsuccessfully launching another drink to compete with Red Bull in Monsters drinks come in ounce cans in 36 varieties. The original Monster Energy comes in five different flavor profiles. One 16 fluid ounce can of Monster Energy contains milligrams of caffeine or 10 mg per fluid ounce —considered very high—and 80 milligrams of taurine, an amino acid considered to be a dietary supplement and mental stimulant.
The Monster drink is sold in more than countries and was ranked among the world's top beverage companies. The company ranked second in the energy drinks industry in after Red Bull. In , the company entered into a long-term strategic partnership with Coca-Cola KO , which purchased a This move made Monster the exclusive energy play for Coca-Cola. The soft drink giant's distribution network reaches more than countries. The two companies have done business together since The company's stock trades on the Nasdaq.
The stock was up 1. The company doesn't report sales per individual brand. Gross profits reported as a percentage of net sales were reported for the year at Its marketing strategy includes affiliations with action sports, motorsports, live music, and models. Rockstar comes in 8. Rockstar is sold in convenience and grocery stores in more than 30 countries. The soft drink company reaches consumers in more than counties, adding Rockstar to its beverage lineup, which includes Pepsi, Gatorade, and Tropicana.
The company said it planned to relaunch the Rockstar brand in the United States and internationally before integrating it into its supply chain.
Although PepsiCo doesn't release financial information about specific brands, we can make some determination about how Rockstar is poised to position itself within the company.
The energy drink market is saturated , making it more difficult for smaller and newer companies to compete. Energy shots like 5-Hour Energy may rank ahead of Rockstar in energy beverage sales but its closest competitor, 6-Hour Power, would rank near the bottom of the list. There may be room in the energy drink market for companies that differentiate themselves from the leading players, which look remarkably similar in their advertising, promotions, and sponsorships. Competitors face challenges such as distribution , obtaining shelf space, and generally offering something unique from the big three.
Monster and Rockstar, and less so Red Bull, are on top of the trends in the energy drink and soft drink industry, allowing them to widen their product offerings to compete with smaller players, including Bang.
This brand showed significant growth in the market in , faring much better than other natural energy drinks thanks to its lineup of flavors and high caffeine content, which is favored by those who are frequent consumers. We can expect to see the following trends in the energy drinks industry in the future:. Experts warn that the sleep patterns of teenagers can be drastically altered with the excessive consumption of energy drinks. Notes: This is not an exhaustive list of product offerings that fit the categories shown.
There is also some overlap between categories. For example, zero-calorie drinks also have zero carbs. While there is no legal age limit to how old you have to be in order to drink Monster Energy, the company agreed that it would not market any of its energy beverages to children under the age of 12 in the U.
An 8-ounce ml serving of Red Bull or Monster provides only slightly less caffeine than the same amount of coffee. Up to mg of caffeine per day is generally safe. Still, drinking more than four, 8-ounce ml servings of energy drinks per day — or two, ounce ml cans of Monster — may cause negative effects due to excess caffeine , such as headache or insomnia 9 , In addition, more research is needed to fully understand the risks and benefits of consuming large amounts of some of the other energy-boosting components in energy drinks, such as taurine Particularly in younger people, excessive energy drink intake has been linked to abnormal heart rhythm, heart attack, and — in some rare cases — death 1 , 12 , Energy drinks are also high in sugar , which is associated with obesity, dental problems, and type 2 diabetes.
According to the Red Bull website, a classic 8. This equates to nearly 7 teaspoons of sugar. Monster contains 28 grams of sugar per 8. Drinking just one of these energy drinks daily can cause you to consume too much added sugar, which is bad for your overall health 2.
Because of these downsides, children, pregnant women, and those with heart problems or sensitivities to caffeine should avoid energy drinks. In fact, most people should avoid these beverages or limit their intake. Instead, try to consider healthier alternatives like coffee or tea to boost your energy levels.
Energy drinks are full of sugar, and excessive energy drink consumption may lead to problems from excessive caffeine intake. Children, pregnant women, those with heart problems, and caffeine-sensitive people should avoid these beverages.
Red Bull and Monster are two popular energy drinks that are similar in terms of their nutrient content but differ slightly in taste and ingredients. Pregnant women, children, people with heart problems, and caffeine-sensitive individuals should avoid them entirely. Energy drinks are beverages that claim to increase energy and mental performance.
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