Consumption of energy drinks has been increasing dramatically in the last two decades, particularly among adolescents and young adults. Energy drinks are aggressively marketed with the claim that these products give an energy boost to improve physical and cognitive performance. However, studies supporting these claims are limited. In fact, several adverse health effects have been related to energy drinks; this has raised the question of whether these beverages are safe.

Energy drinks belong to a class of products, in liquid form, that typically contain caffeine, with or without other added dietary supplements. The first energy drink appeared in the U.S. in 1949 and was marketed as “Dr. Enuf”. In Europe, they were launched for the first time in 1987; then the market expanded throughout the world, becoming very popular after the launch of Red Bull in 1997. Since then, the energy drink market has grown dramatically, with various brands released worldwide. The annual consumption of energy drinks in 2013 exceeded 5.8 billion liters in around 160 countries. The estimated total U.S. retail market value for energy drinks was around 12.5 billion USD in 2012 and the market increased 56% from 2006.

Manufacturers recently have shifted their consumer focus from athletes to young people. Energy drinks are aggressively marketed in places popular with teens and young adults. Approximately, two-thirds of energy drink consumers are 13–35 years old, and boys are two-thirds of the market. In the U.S., energy drinks are the second most common dietary supplement used by young people; about 30% consume energy drinks regularly.

Currently, significant concerns have been raised about the safety of these products. There have been several reports that showed adverse health effects associated with energy drinks. Despite this, manufacturers of energy drinks claim these products are suitable for consumers and that they are safe. In fact, the adverse health effects associated with energy drinks remain controversial among scientists.

The early history of energy drinks

Energy drinks have been around for centuries, in various forms, but the modern energy drink as we know it today was developed in Japan during the 1960s. The first energy drink, called Lipovitan-D, was introduced by the Taisho Pharmaceutical Company in 1962. The beverage was marketed as a medicinal tonic to help combat fatigue, and it contained a mix of B vitamins, taurine, and caffeine. Taurine is an amino acid that is found in high concentrations in the brain and heart, while caffeine is a stimulant that helps to increase mental alertness. The modern energy drink was born in post-World War II Japan. In 1962, Taisho Pharmaceuticals produced Lipovitan D, an herbal “energizing tonic” that was sold in minibar-sized bottles. The tonic was originally marketed towards truck drivers and factory workers who needed to stay awake for long shifts.

While Lipovitan sounds, looks, and smells like cough syrup, it was promoted as a drink to boost physical and mental functions. The drink’s main ingredient is taurine, which would eventually become an important ingredient in Red Bull. The largest available bottles of Lipovitan contain up to 3,000 mg of taurine, as well as a warning label stating that people should not consume more than 100 mg of taurine a day.

Krating Daeng was introduced to the Japanese market in 1976 as an energy drink, with caffeine, taurine, and B vitamins as its primary ingredients. Wildly popular among Japanese executives in the 1980s, Krating Daeng and similar drinks gained ground in the Asian food market.

The concept of energy drinks gradually spread to other countries, and in the 1980s, a similar beverage was introduced in Austria. Energy drinks got their huge international break when Austrian businessman Dietrich Mateschiz visited Bangkok and ‘discovered’ these energizing tonics. He was simply amazed by the tonics’ effects and partnered with the producers of Krating Daeng in 1984 to bring the brand to global audiences.

Krating Daeng changed its name to Red Bull and took Europe by storm. The combination of caffeine, taurine, and carbonation made Red Bull an overnight sensation. In 1997 Mateschiz introduced his baby to the United States, and the energy drink market as we know it today was born.

The popularity of Red Bull in Austria led to its expansion into other European markets, and eventually, the United States. In 1997, Red Bull was introduced to the U.S. market, where it quickly gained a following among college students and young adults. Today, Red Bull is the best-selling energy drink in the world, with annual sales of over 7 billion cans.

The main ingredients and health risks

Energy drinks typically contain a mix of ingredients that are designed to provide a quick burst of energy and alertness. The most common ingredients found in energy drinks include:

Caffeine: This is the primary ingredient in energy drinks, and it is responsible for the stimulating effects of these beverages. Caffeine is a natural stimulant that helps to improve mental alertness, reduce fatigue, and enhance physical performance.

Taurine: This is an amino acid that is found in high concentrations in the brain and heart. Taurine is believed to have a range of health benefits, including improving cardiovascular function and reducing oxidative stress.

Guarana: This is a plant extract that is commonly found in energy drinks. Guarana contains caffeine, which helps to boost energy levels, as well as other compounds that may have antioxidant and anti-inflammatory effects.

Sugar: Energy drinks are typically high in sugar, which provides a quick source of energy. However, excessive sugar consumption has been linked to a range of health problems, including obesity, diabetes, and heart disease.

Other ingredients: Energy drinks may also contain a variety of other ingredients, such as vitamins, minerals, herbal extracts, and amino acids. These ingredients are often marketed as providing additional health benefits, such as improved focus or better athletic performance.

Several studies have shown an increase in heart rate and arterial blood pressure after energy drink consumption. These findings were attributed to the ergogenic effects of the caffeine content of the energy drink. Energy drinks usually contain large amounts of sugar ranging from 21 g to 34 g per oz. The sugar content is mainly in the form of sucrose, glucose, or high fructose corn syrup. Therefore, high-energy drink intake may increase the risk of obesity and type 2 diabetes. In addition, the high sugar content in energy drinks may reduce the activity, diversity, and gene expression of intestinal bacteria resulting in an increased risk of obesity and metabolic syndrome.

Lab-made additions to traditional energy drinks include added sugars, artificial sugars, and massive amounts of B vitamins and taurine. Since the vitamins and taurine are lab-made, they are not absorbed in the same way as naturally occurring nutrients. That’s because you consume a range of vitamins, minerals, co-factors, and enzymes when you eat real food instead of single nutrients. The combination of these different compounds allows your body to better use the natural nutrients over the synthetic ones.

The CDC advises against mixing caffeine of any kind with alcohol as it can mask the depressant effect of alcohol, tricking the user into thinking they are not as impaired as they are. This effect can lead to overconsumption of alcohol and dangerous decisions like driving while intoxicated. The CDC has also found that those who binge drink are more than twice as likely to mix energy drinks and alcohol as non-binge drinkers.

Aggressive marketing of the energy drinks industry

The marketing of energy drinks has played a major role in their rise in popularity. Energy drink companies have employed a range of marketing strategies to promote their products, including sponsorships, events, and social media campaigns.

One of the most effective marketing strategies employed by energy drink companies has been to target youth and young adults. Energy drinks are often marketed to stay up late, party longer, and perform better in school or sports. These marketing messages have resonated with young people, who are often looking for a way to stay energized and focused throughout the day.

Branding and advertising have also played a significant role in the success of energy drinks. Many companies have developed strong brand identities that are instantly recognizable, using bold colors and eye-catching graphics to stand out on store shelves. In addition, energy drink companies have invested heavily in advertising campaigns that feature high-energy music, extreme sports, and edgy messaging that appeals to their target audience.

Sponsorships and events have also been a key part of energy drink marketing. Energy drink companies have sponsored events ranging from extreme sports competitions to music festivals, providing free samples and branded merchandise to attendees. This has helped to increase brand awareness and create a loyal following among young people.

While the earliest commercial energy drinks were intended for factory workers and long-haul truck drivers, drinks like Lipovitan D became wildly popular beyond its initial market because we all need energy. As the energy drink craze grew, so did the ingredient list, as big companies added supplement after supplement to make their drink stand out on a shelf.

Despite their popularity, energy drinks have been the subject of controversy in recent years. Critics have raised concerns about the potential health risks of consuming large amounts of caffeine and other stimulants found in these beverages.

One of the main concerns about energy drinks is their potential to cause heart problems. Some studies have suggested that energy drinks can cause an increase in heart rate and blood pressure, which can be dangerous for people with underlying heart conditions. In addition, there have been reports of young people experiencing heart problems after consuming large amounts of energy drinks.

Another concern about energy drinks is their potential to cause addiction and misuse. Because they contain high levels of caffeine and sugar, energy drinks can be highly addictive, and some people may become dependent on them to stay energized. In addition, there have been reports of people mixing energy drinks with alcohol, which can be dangerous and lead to health problems.

Is the consumption of energy drinks dangerous?

Energy drinks may show positive beneficial effects on exercise performance in various sports activities. However, while energy drinks might benefit performance, possible detrimental health problems have been documented, particularly among children and adolescents. Various parts of the body are negatively affected by energy drink consumption. Considering this fact and the increasing popularity of these drinks, caution should be exercised while consuming energy drinks. Overambitious marketing and non-scientific claims should be regulated by governments until independent studies confirm that these products are safe.

Research shows a possible relationship between energy drink use and a range of issues, including:

• heart issues
• aggressive behavior
• mental health disorders (like anxiety and depression)
• migraines
• stomach aches
• tooth decay
• kidney damage

Energy drinks are a growing industry with a market value predicted to reach $61 billion by 2021. It is estimated that about 30% of teenagers between the ages of 12 through 17 years in the United States consume energy drinks regularly. A study of military personnel found that nearly 45% of deployed service members consumed at least 1 energy drink per day with 14% drinking daily. Although commonly promoted as supplements that can boost performance and cognition, these drinks have also been reported to have numerous detrimental side effects, particularly cardiovascular and neurological in nature.

Energy drink consumption has increased worldwide with its use becoming a norm in society. Many of these energy drinks advertise claims of increasing physical stamina, focus, cognition, and wakefulness in individuals who consume them. Combined with aggressive marketing from energy drink companies, these claims may be the very reason these beverages appeal to young adults, athletes, students, and military personnel. In addition to containing large quantities of caffeine, they also contain high concentrations of ingredients such as taurine, sucrose, B vitamins, ginseng, and other herbal extracts.

According to recent data that evaluated caffeinated beverage consumption through volume sales in countries around the world, it was found that the United States consumed the most energy drinks, sports drinks, and carbonated soda per capita than any other country. The consumption of these beverages in the United States is most prevalent in men, especially between the ages of 18–34. Additionally, about one-third of teens from the ages of 12–17 also consume these beverages regularly.

Believe it or not, there are ways to get energy and focus without all the sugar and caffeine. Here are some healthier alternatives to energy drinks:

• Water. It’s not going to give you wings or make you fly, but it’ll keep you hydrated and that’s always a good thing. And it’s probably way cheaper than your favorite energy drink.
• Tea. A little more exciting than water, tea comes in caffeine-free varieties and contains loads of antioxidants,
• Fruit. Good old Mother Earth comes through with a natural energy boost thanks to all the sugar and nutrients.
• Nuts and seeds. These little guys pack a lot of protein and healthy fats that’ll keep you feeling full and energized.
• Snack bars. These can be a convenient way to get some energy on the go, but read the label! Choose ones with whole food ingredients that are low in added sugar.
• Smoothies. These are a great way to get a bunch of nutrients and energy in one tasty drink. Just throw some fruit, veggies, nuts, seeds into a blender and boom, instant energy.