-
Functional Beverages
1) Energy drinks are part of the larger functional drink category
2) The performance drink category is growing more rapidly
3)Roger Dilworth, senior analyst at Beverage Marketing Corporation (BMC), Wintersville, Ohio, explains that despite energy shots’ decline, approximately 2-3%
https://www.bevindustry.com/articles/96786-energy-drink-category-expands-offerings-appeals-to-broader-base#:~:text=%E2%80%9CEnergy%20drink%20growth%20is%20on,protein%20drinks%2C%E2%80%9D%20he%20says. -
Dietary supplement
1) Some energy drinks are marketed as dietary supplements
2) Dietary supplements are not subject to the same rigorous safety testing as medications.
3) Although the FDA regulates both dietary supplements and conventional foods under the Federal Food, Drug, and Cosmetic Act (FFDCA), the requirements for these products are different, including the process for marketing and reporting of adverse events post-marketing.
https://www.webmd.com/diet/energy-drinks -
Conventional food
1) Energy drinks are marketed as conventional foods and must adhere to the FFDCA, ensuring safety, labeling, and packaging standards
2) The regulation of energy drinks in the United States falls under the jurisdiction of the Food and Drug Administration
3) These beverages, characterized by high caffeine content and other stimulants, have surged in popularity over the past two decades.
https://www.digicomply.com/blog/fda-energy-drink-regulations -
Key ingredients and effects
1) Energy drinks typically contain ingredients like caffeine, vitamins, and other compounds that are believed to contribute to energy and alertness.
2) A few studies suggest that the combined effects of all ingredients may contribute to improved performance.
3) In energy drinks, there is particularly caffeine, which can significantly increase heart rate and blood pressure, potentially leading to heart palpitations and arrhythmias.
https://en.wikipedia.org/wiki/Energy_drink -
Growing market trends
1) Energy drinks are experiencing strong growth, with both volume and retail dollar sales increasing
2) Consumers are seeking energy drinks with better-for-you attributes, such as lower sugar content or natural ingredients
3) There are also niche brands targeting specific consumer segments, such as those seeking organic or low-sugar options
https://nielseniq.com/global/en/insights/education/2024/energy-drink-trends/