I walked into a convenience store the other day and noticed something interesting. Of the six non-adult-beverage cooler sections, four were fully stocked with sports and energy drinks — and a fifth cooler had a few rows of them, too. The remaining space was dedicated to soda pop and water.
Four out of six. Two-thirds. Sport and energy drinks. Hmmm.
Somewhere along the line, I have been passed by, and I didn’t even notice. I am of the Pepsi Generation, and I continue to enjoy a diet soda most days. I rarely have more than one, but I do enjoy a can of Coke Zero to complement my afternoon Snickers bar. Now, I realize that water and an apple would be better choices, but come on. Snickers really satisfies. And Coke Zero is mostly water anyway.
I do understand the desire to consume sport drinks, as they replace electrolytes and taste quite good. But energy drinks? I tried one many years ago, and I wasn’t impressed. And, quite frankly, I didn’t like how it made me feel. Clearly, I am in the minority.
A story published at alliedmarketresearch.com showed the global energy drinks market was valued at $45.8 billion in 2020 and is projected to reach $108.4 billion by 2031, growing at a rate of 8.2% each year. The growth is driven primarily by the rise in popularity among teenagers.
So what exactly is an energy drink?
The same aforementioned study defined an energy drink as “a beverage that contains a high concentration of stimulants, majorly caffeine, taurine, ginseng, guarana, and others.” It is said to “enhance physical performance along with mental alertness.” Energy drinks may or may not be carbonated. They are different from tea and coffee, which are brewed, contain fewer ingredients, and may be decaffeinated. Manufacturers of energy drinks claim their products improve energy levels. That is true, however, caffeine overdose may also cause hypertension, nausea, restlessness and other associated health risks. As such, I will stick with my Coke Zero and Snickers bar.
Wait, did you hear that noise? It was life passing me by… once again.
Have a wonderful Wednesday, and thanks for reading.
Shane Goodman President and Publisher Big Green Umbrella Media shane@dmcityview.com |