The sales of energy drinks making a “low, no, or reduced calorie” claim increased from 6 percent to 11 percent between 20.

This situation caused manufacturers to target women, herb and vitamin enthusiasts, the affluent, and the youth to increase sales. Despite the popularity of energy drinks in the US, from 2007 to 2009 the energy drink market remained a flat 15 percent of individuals aged 18 and older consuming energy drinks. 5 The global energy drink market was projected to hit over $37 billion in 2014, 4 but instead hit $49.9 billion.

4 Initially, athletes were the primary target for energy drinks but recent research shows that adolescents, young adults (ages 16–35), and young female adolescents/adults in particular have become the primary groups that are now targeted. In 2008, this sector comprised 42.4 percent of the overall “functional drinks” market, with a total revenue of $11.8 billion (compared to $5.1 billion in 2003). Globally, energy drinks have exhibited strong sales. Since then, the market has grown exponentially, with over 300 different brands currently marketed and sold in the United States. 3 In 1987, Red Bull was founded and marketed in Austria it did not become successful until introduction to the US in 1997. In 1962, Lipovitan D became available (an energy drink that continues to dominate the Japanese market). By the 1960s, energy drinks were available in Asia and Europe. Enuf,” a carbonated beverage fortified with B vitamins. 2, 9Įnergy drinks were first introduced in the United States in 1949 under the label “Dr. 1 Over the last few decades, the popularity of energy drinks has risen around the world with reported regular consumption by 28 percent of youths 12 to 14 years old, 31 percent of youths 12 to 17 years old, and 34 percent of young adults. Energy drinks are beverages containing stimulants, such as caffeine and certain herbal extracts, with the stated goal of enhancing physical and mental endurance.

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