![]() Lara Field, a licensed dietitian nutritionist who specializes in pediatric nutrition and founder of Feed Nutrition Consulting, adds that consumers’ increasing focus on wellness, endurance, and productivity contribute to continuing growth in the energy drink industry. Pepper Snapple which produces Venom Energy.Ĭruz points also to the pressure teens feel to achieve in academics and extracurricular activities in order to be accepted into college and how energy drinks seem to promise help with productivity and performance. ![]() A 2020 health report by Sharp Reese Steely Medical Group cites, “Brightly colored containers, eye-catching logos, and candy flavors make them appealing to young consumers.” And partnering with fast food restaurants means young, hungry teens can buy cans of Monster Energy at White Castle, Red Bull Slushies at Sonic Drive-Ins, and Red Bull-infused “Big Jack Energy” at Jack in the Box.Ī 2014 Senate report entitled “ Buzz Kill” surveyed the 14 largest energy drink brands in the US and came to the conclusion, “While energy drink companies have repeatedly claimed that their targe t consumers are adults, four of the 12 responding companies - constituting over 90 percent of the energy drink market - refused to commit to not marketing to youth under age 18.” Those four companies are Red Bull, Monster Energy, Rockstar, and Dr. The energy drink market is a $55 billion a year global industry and it has a strong and growing presence on social media where teens spend a lot of free time. In the US, companies report they do not market to young kids, but their intentions seem misleading. Marketing and widespread availability are partly to blame for teenagers consuming energy drinks, according to which brings awareness to brands like Ghost LLC, Ryse Fuel, Cellucor, and Alani Nutrition that partner with candies to make Kool Aid and Skittles flavored drinks. For example, Monster Energy and Rockstar Energy award outstanding high school student athletes with the “Energy Drink Player of the Game.” Photos of these teen student athletes are taken with packages of energy drinks and other company paraphernalia. ![]() Those efforts aside, the industry has mostly dodged US regulations limiting the sale of energy drinks to minors. And, in 2014, the American Beverage Association volunta rily agreed not to sell or market energy drink products in K-12 schools. In addition, grassroots bills have sprung up in multiple states following high profile teen deaths associated with the consumption of energy drinks. For example, in Suffolk County, New York, the sale of energy drinks to individuals under 18 years old is prohibited. In the United States, there is no federal age limit for buying energy drinks, but some localities have implemented their own restrictions. How old do you have to be to purchase energy drinks like Monster, Rockstar, Bang, and Redbull in the United States?
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