Will Energy Drinks Dethrone King Coffee?
January 20, 2012, By Gin A. Ando 0 comments
Coffee can mean a lot of different things to people: breakfast, a way to bond, a time to think or relax, or, as a certain large chain would have us think, a “ritual.” What does it take, then, to challenge a beverage the United States adopted as its drink of choice when the Brits put a “party”-inducing tax on tea?
Perhaps it’s a bull, charging in all its caffeine-fueled rage, which happens to be red. Red Bull is leading a charge of energy drinks that are mounting a serious challenge against coffee as our reigning choice of caffeine delivery.
So, what is the draw of Red Bull? Or Monster, Rockstar, Venom, Bawls, Cocaine, NOS, Full Throttle or any of the estimated 500 brands out there? Or maybe the better question: What do energy drinks have that makes them so attractive to young people? To put it into perspective, results from an energy-drink-consumption study put out by the University of New Hampshire claims the beverages are being hailed as the Starbucks of the current teenage generation.
Maybe it’s about instant gratification. Grab an energy drink from the gas station, chug it and get on with your day as opposed to the obsolete image of sitting at the table, collecting yourself, drinking a cup of coffee and reading the newspaper. It’s tough to look extreme sipping on a cup of joe. A University of California study claims 42.3 percent of 78 participants aged 11 to 18 consume energy drinks—perhaps not an age group one expects to see at the local cafe.
What's causing some kids and teens today to think they need more energy anyway? Somehow, an exponential increase in homework and the resulting demand for an energizing agent to stay awake doesn’t seem like the correct answer.
Are they busier than the previous generation? It really depends on what’s classified as being busy. They have more activity options than previous generations, but a lot of it doesn't seem necessary. Busy? Yes. But out of choice more than necessity.
NEXT: Perception vs. Reality
