However, despite allegations of health hazards and government scrutiny, users continue to partake in energy enhancers. Despite fears over safety, the energy drink, shot and mix category has shown consistent annual growth from 2008 to 2013 (est) sales.
The market reported two years of 17% increases in 2012 and 2013 (est) and is expected to continue a steady upward trajectory to 2018.
“Energy drinks and shots faced significant scrutiny following lawsuits and proposed legislation that began in 2012,” said Jenny Zegler, global food and drink analyst for Mintel Food & Drink. “The media attention publicly challenged the safety and health effects of this pick-me-up category. However, loyal users continue to drink the products because they are viewed as more effective than other beverages. This continued level of activity in the face of adversity has helped the category’s rise to continue.”
“Manufacturers must address these health issues in order to retain current users, while concerns about price should be addressed by promotions and limited-time discounts,” said Zegler.
“People’s desire for additional energy to accomplish everything in a given day will continue to fuel positive sales growth for the energy drink category,” said Zegler. “However, because even a portion of current users are cutting back due to health and safety concerns, companies must educate the public on the health, safety and global use of energy drinks, shots and mixes. Innovations in serving size and/or format could keep users active in the category and perhaps inspire new entrants.”
“Energy drinks are safe and that’s the view of regulatory authorities around the world,” said Gavin Partington, the director general of the British Soft Drinks Association. “These drinks are enjoyed by millions of people looking for a refreshing pick-me-up. The British Soft Drinks Association operates a code of practice which says that high caffeine content soft drinks are not recommended for pregnant women, children or persons sensitive to caffeine, and specifies that this information should be clearly stated on the label of such drinks.”
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