Kristoffer Howes is (TWMG) The Weal Media Group's CEO and SEO Team Leader. TWMG currently provides dependable Corporate Web Development, SEO and Internet Marketing services to Corporate and Small Business clients; worldwide.
In 2001, the energy drink Industry in the United States, grew to nearly $8 million per year; in retail sales. Over the next half a decade, it would continue to grow an average of 50% per year; totaling more than $3 billion in 2005. The energy drink market nearly doubled, to $5.4 billion in 2007, with both Goldman Sachs and Mintel predicting $10 billion by 2010. Major drink companies, such as Pepsi, Coca-Cola, Molson, and Labatt, have tried to match the smaller companies' innovation and aggressive marketing approach; with limited success.
Energy drinks are developed to increase mental alertness and physical performance, by introducing caffeine, vitamins, and herbal supplements; which combine to provide an enhanced stimulant effect, above that obtained from caffeine alone. Two studies reported significant improvements in mental and cognitive performances as well as increased subjective alertness. Excess consumption of energy drinks may induce mild to moderate euphoria primarily caused by stimulant properties of caffeine and may also induce agitation, anxiety, irritability and insomnia.
Although the central ingredient in most energy drinks is caffeine (often, present in the form of guarana or yerba mate) many energy drinks contain large amounts of sugar; and as such, can be associated with an unwanted "sugar crash". Included stimulants, such as ginseng, are often added to energy drinks; to enhance the existing effects of caffeine. This practice may hold true for some diet and weight loss supplements, available in the marketplace today; as well.
Adverse effects associated with caffeine consumption >400 mg include:
- nervousness,
- irritability,
- sleeplessness,
- increased urination,
- abnormal heart rhythms (arrhythmia), and
- upset stomach.
Since 2002, the Industry has witnessed an emergence of marketing energy drinks; in bigger cans. This allows manufacturers to include a greater amount of caffeine by including multiple servings per container. Popular brands, such as Redbull and Monster, have increased the amount of ounces per can; in their popular energy drinks. Conversely, the emergence of energy shots, such as 5 Hour Energy, have gone the opposite way; with much smaller packaging.
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