The Business of Energy Drinks (INFOGRAPHIC)
Energy drinks are some of the most popular beverages for young people aged 13-35 in the US. In fact, 2 in 3 of all energy drink consumers fall in this age range! With so many other options for young people, what is it about these drinks that are so appealing ?
Energy drinks are some of the biggest sponsors of large esports teams across the web. With young people watching esport tournaments or gaming streams, it is almost impossible to avoid the marketing strategies of these large energy drink companies. Popular gamers are plugging these companies and drinking their products which can influence their viewers to buy even more energy drinks!
Gamers and casual consumers alike also note some of the benefits of energy drinks as why they like to drink them so much. Common ingredients in energy drinks include amino acids that increase stamina and energy. Energy drinks also contain lots of caffeine which helps with increasing information processing and reaction times, and can improve overall cognitive function. Caffeine also helps dramatically boost overall energy and reduces feelings of tiredness. Young consumers who are working or are in school can use these drinks as a way to give them an extra boost of energy to get through the day while also improving their cognitive abilities.
Young consumers also often believe that energy drinks are healthier than sodas. Soda is another popular beverage among young consumers, but with so much sugar loaded into it, many consumers tend to stay away to better their health. Energy drinks also include sugar and sweeteners to improve the taste, but with the other energy boosting ingredients, consumers are more likely to reach for them over a regular old soda.
Speaking of sugar, there has been criticism towards energy drinks for being too sweet or artificial tasting. Energy drinks companies took this criticism and have started to use more natural ingredients in order to increase sweetness in a healthier way. Plant-based energy ingredients have also started to be included in order to increase energy in a more natural way. These changes to energy drinks have brought in more customers and have proven to increase overall revenue for multiple companies.
Overall, young people are turning to energy drinks because they provide the same sugary sweet taste as sodas, but with an additional boost in energy and cognitive functioning. With so many young people working, studying, or playing in sports, it makes sense that they are reaching for a drink that can help give them the extra stamina they need in their day to day lives. Learn more about the energy drink industry in the infographic below:
About the Author:
Brian Wallace is the Founder and President of NowSourcing, an industry leading infographic design agency in Louisville, KY and Cincinnati, OH which works with companies ranging from startups to Fortune 500s. Brian runs #LinkedInLocal events, hosts the Next Action Podcast, and has been named a Google Small Business Adviser for 2016-present. Follow Brian Wallace on Linked In as well as Twitter.
