In today’s frenetic work and school environments, more people are seeking out products that will keep them going. In 1997, Red Bull became the first energy drink to break out onto the U.S. scene, and the demand for these drinks has been growing ever since.
The top three companies—Monster, Red Bull and Rockstar—each posted double-digit gains that same year: Monster had a 35 percent share of the energy drink market (based on volume) in 2011, Red Bull had a 30 percent share of the market
These days, children and young adults (aged 18 to 25) comprise more than half of the energy drink market. The drinks tout their ability to enhance alertness, increase concentration, and improve physical performance—all effects greatly desired by those who need to study. However, as is usually the case even with legal drugs, for every “up” these energy drinks provide, there is often a corresponding down.
Courtesy of: Allied Health World