Energy drinks were first introduced in the country of Japan during the booming 1960s, with the introduction of Lipovitan, one of the first drinks that contained a mix of essential stimulants such as taurine and niacin, which are still commonly used today. However, energy drinks did not grow in popularity in the United States until the late 1990s. 1997 to be exact, was the pivotal year for energy drink market, as Red Bull was finally introduced to America. In 1999, the global energy drink market as it raked in a modest $3.8 billion and according to a recently published Energy Drink Market Analysis Report from (Quartz), by 2025, the global sales are expected to reach $84.80 billion dollars, with a compound annual growth rate of 7.8% over that …show more content…
As the factors to this, include the main consumers of energy drinks, which come from the demographic of college students, teenagers, and also athletes. Targeting these demographics are key as these drinks, provide the necessary wakefulness, alertness, and cognitive and mood enhancement for them. (Ishak et al., 2012) Which correlated to them generating $16.33 billion worth of revenue, and is still slated to grow 6.5% over that period too with that demographic also (?). Key reasons in why many college students buy energy drinks as it will help them pull out an all-nighter to finish an essay, study for a final, stay awake/wake up, etc. It’s no secret, as energy drink companies also try to target to this demographic as one such occasion is with Red-Bull’s marketing campaign, in which they would sneak drinks into different universities libraries’, for student consumption, which will also lead to good social media exposure and publicity as other students will tweet about it, so they can spread the word out about the company (New York Times). However for all demographics in total, energy drinks are to be marketed to consumers as “as activators called attractive names which express the strength, power, and speed (3, Effect of Energy