US Energy Drinks and Shots Market Canvassed in New Packaged Facts Study
11 Feb 2013 • by Natalie Aster
Many energy drinks/shots carry a warning on packaging about “not for sale for those aged less than 18 years.” Nevertheless, instances of teen consumption and health implications continue to surface. For example, in December 2011, a teenager from Maryland died of a cardiac arrhythmia due to caffeine toxicity after consuming two 24-oz. energy drinks in a 24- hour period.
Following the incident, Sen. Dick Durbin and Sen. Richard Blumenthal sent a letter in April 2012 to the FDA which called for an investigation into energy drinks, including Monster Energy, Red Bull, and Rockstar. The letter also sought FDA intervention to enforce caffeine levels in energy drinks.
The FDA indicated it will soon provide a “final guidance” to the industry on how to appropriately categorize and label energy drinks. The FDA’s draft guidance for the industry calls for factors that distinguish liquid dietary supplements from beverages, considerations regarding novel ingredients, and labeling for beverages and other conventional foods. Two key trends will likely influence the FDA’s final guidance to the industry: The marketing of some energy drinks as dietary supplements “in spite of the fact that the packaging and labeling of many liquid products represent the products as conventional foods.”
The new report "Energy Drinks and Shots: U.S. Market Trends" by Packaged Facts states that novel ingredients are being added to beverages and other conventional foods that may cause the food to be adulterated because of the added ingredients are not being used in accordance with an approved food additive regulation and may not be generally regarded as safe for their intended use.
Energy Drinks and Shots: U.S. Market Trends
Published: January, 2013
Price: US$ 3,500.00
The market for energy drinks and shots could be negatively impacted by the growing number of alternative “energy” products. Numerous powders, pills, and bars are available that target energy-starved consumers. However, unique delivery systems are emerging that offer consumers the same energy boost without the calories.
More information can be found in the report “Energy Drinks and Shots: U.S. Market Trends” by Packaged Facts.
To order the report or ask for sample pages contact [email protected]