Energy drinks are beverages whose producers advertise that they "boost energy." These advertisements usually do not emphasize energy derived from the sugar and caffeine they contain
but rather increased energy release due to a variety of stimulants and vitamins.
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In Japan, the energy drink dates at least as far back as the early 1960s, with the release of the Lipovitan. Most such products in Japan bear little resemblance to soft drinks, and are sold instead in small brown glass medicine bottles or cans styled to resemble such containers. These "genki drinks", which are also produced in Japan, are marketed primarily to the salaryman set.
In the UK, Lucozade Energy was originally introduced in 1929 as a hospital drink for "aiding the recovery;" in the early 1980s, it was promoted as an energy drink for "replenishing lost energy."
In 1985, Jolt Cola was introduced in the United States. Its marketing strategy centered on the drink's caffeine content, billing it as a means to promote wakefulness. The initial slogan was, "All the sugar and twice the caffeine."
In 1995, PepsiCo launched Josta, the first energy drink introduced by a major US beverage company (one that had interests outside just energy drinks), but Pepsi discontinued the product in 1999.[citation needed]
In Europe, energy drinks were pioneered by the S. Spitz Company and a product named Power Horse, before the business savvy of Dietrich Mateschitz, an Austrian entrepreneur, ensured his Red Bull product became far better known, and a worldwide best seller. Mateschitz developed Red Bull based on the Thai drinkKrating Daeng, itself based on Lipovitan. Red Bull is the dominant brand in the US after its introduction in 1997, with a market share of approximately 47%.
In New Zealand and Australia, the current leading energy drinks product in those markets V was introduced by Frucor Beverages.
By 2001, the US energy drink market had grown to nearly 8 million per year in retail sales. Over the next 5 years, it grew an average of over 50% per year, totaling over $3 billion in 2005.[4] Diet energy drinks are growing at nearly twice that rate within the category, as are 16-ounce sized energy drinks. The energy drink market became a $5.4 billion dollar market in 2007, and both Goldman Sachs and Mintel predicted that it would 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 typically attractive to young people. Approximately 65% percent of its drinkers are between the ages of 13 and 35 years old, with males being approximately 65% of the market.[4] A 2008 statewide Patient Poll conducted by the Pennsylvania Medical Society's Institute for Good Medicine found that: 20% of respondents ages 21–30 had used energy drinks in high school or college to stay awake longer to study or write a paper; 70% of respondents knew someone who had used an energy drink to stay awake longer to study or work.Energy drinks are also popular as drink mixers.
In 2001, Coca-Cola marketed two Powerade brand energy drinks in bullet-shaped, screw-top aluminum bottle cans produced by Exal Corporation
Capri Sun targeted 16-25 year-olds with its Island Refreshers line, graduating from a foil pouch design to a bottlecan or aluminum bottle. In the UK, Coca-Cola has marketed a direct Red Bull competitor, 'Sprite 3G', in a similar 250 mL can and has also launched 'Relentless', a juice-based energy drink in 500 mL cans.
UK supermarkets have launched their own brands of energy drinks at lower prices than the major soft drink manufacturers. These are mostly produced by Canadian beverage maker Cott. Tesco supermarkets sell 'Kx"'(used to be known as 'Kick') in 250 mL cans and 1 L bottles,Sainsbury's sell 'Blue Bolt' in similar packaging, Asda sell 'Blue Charge' in similar packaging and Morrison's sell 'Source' in 250 mL cans. Cott sells a variety of other branded energy drinks to independent retailers in various containers.
Since 2002 there has been a growing trend for packaging energy drink in bigger cans. Since in many countries, including the US and Canada, there is a limitation on the maximum caffeine per serving in energy drinks, this allows manufacturers to include a greater amount of caffeine by including multiple servings per container. Popular brands such as Redbull, Hype Energy Drinks and Monster have increased the amount of ounces per can. Conversely, the emergence of energy shots has gone the opposite way with much smaller packaging.
In 2007, energy drink powders and effervescent tablets were introduced, in the form of a tablet or powder that can be added to water to create an energy drink. These can offer a more portable option to cans and shots.
As of 2009, the industry has moved towards the use of natural stimulants and reduced sugar.
Ingredients
Energy drinks generally contain methylxanthines (including caffeine), B vitamins, and herbs. Other commonly used ingredients arecarbonated water, guarana, yerba mate, acai, and taurine, plus various forms of ginseng, maltodextrin, inositol, carnitine, creatine,glucuronolactone, and ginkgo biloba. Some contain high levels of sugar, and many brands offer artificially sweetened 'diet' versions. A common ingredient in most energy drinks is caffeine (often in the form of guarana or yerba mate). Caffeine is the stimulant that is found incoffee and tea. Energy drinks contain about three times the amount of caffeine as cola.
Effects
A variety of physiological and psychological effects have been attributed to energy drinks and their ingredients. Two studies reported significant improvements in mental and cognitive performances as well as increased subjective alertness. Excess consumption of energy drinks may induce mild to moderate euphoria primarily caused by stimulant properties of caffeine and may also induce agitation, anxiety, irritability and insomnia.[During repeated cycling tests in young healthy adults an energy drink significantly increased upper body muscle endurance. It has been suggested that reversal of caffeine withdrawal is a major component of the effects of caffeine on mood and performance.
Restorative properties were shown by a combination of caffeine and the sugarglucose in an energy drink, and some degree of synergy between the cognition-modulating effects of glucose and caffeine was also suggested.In one experiment, a glucose-based energy drink (containing caffeine, taurine and glucuronolactone) was given to eleven tired participants being tested in a driving simulator. Lane drifting and reaction times were measured for two hours post-treatment and showed significant improvement.
Two articles concluded that the improved information processing and other effects could not be explained in terms of the restoration of plasma caffeine levels to normal following caffeine withdrawal.
Caution is warranted even for healthy adults who choose to consume energy drinks. Consumption of a single energy drink will not lead to excessive caffeine intake; however, consumption of two or more drinks in a single day, can. Other stimulants such as ginseng are often added to energy drinks and may enhance the effects of caffeine, and ingredients such as guarana themselves contain caffeine. Adverse effects associated with caffeine consumption in amounts greater than 400 mg include nervousness, irritability, sleeplessness, increased urination, abnormal heart rhythms (arrhythmia), and dyspepsia. Consumption also has been known to cause pupil dilation when taken with certain antidepressants or SSRIs.Most mainstream energy drinks do not provide electrolytes, and have a higher likelihood of an energy "crash-and-burn" effect. Caffeine in energy drinks can excrete water from the body to dilute high concentrations of sugar entering the blood stream, leading to dehydration. If the body is dehydrated by 1%, performance is decreased by up to 10%
In the US, energy drinks have been linked with reports of nausea, abnormal heart rhythms and emergency room visits.] The drinks may cause seizures due to the "crash" following the energy high that occurs after consumption. Caffeine dosage is not required to be on the product label for food in the United States, unlike drugs, but some advocates are urging the FDA to change this practice.
Dr. Marcie Schneider, an adolescent medicine specialist in Greenwich, Connecticut, has said, "These drinks have no benefit, no place in the diet of kids."
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