The Rise Of The Energy Drink
Energy drinks are highly caffeinated beverages usually containing herbal ingredients promoted and consumed for purported improvements in attention and athletic performance. The popularity of energy drinks among adolescents and young adults has steadily increased for more than a decade. With the market for energy drinks still rising at 10-15% per year, many other companies are determined to take their share of this success.
The attractions are obvious- not only are sales rising faster than for all soft drinks combined, but the price per liter is much higher.
Energy drink manufacturers are seeing increased sales and market shares for their products within the larger non-alcoholic beverage marketplace. However, the energy drink industry, as a collection of full-size drinks and smaller energy shot products, are fighting lawsuits related to adverse effects by the FDA (Food and Drug Administration) scrutiny along with negative media.