Energy drinks are often the go-to for people feeling tired or who want an extra boost for the day ahead. However, new research suggests these beverages could be linked to serious health conditions.. Additionally, they contain caffeine ranging from 80mg to 300mg per serving, compared with 100mg found in a cup of coffee. Many also contain, the largest non-profit medical group practice in the world, have warned that drinking these beverages can be dangerous for people with genetic heart diseases.
“Although the relative risk is small and the absolute risk of sudden death after consuming an energy drink is even smaller, patients with a known sudden death predisposing genetic heart disease should weigh the risks and benefits of consuming such drinks in the balance.”“although this is a very small retrospective study of a very rare, select population, these clinical findings appear to be well beyond chance and are likely to have significant clinical relevance … on a much larger population.
Marketing also plays a major role in driving sales growth. Many advertisements emphasise the potential of these beverages to enhance physical and mental performance. This message is very effective in boosting sales. In the last two years, the RTD energy drinks category in South Africa has recorded double digit growth. This is in both volume and value. Initially, industries primarily targeted consumers interested in sports or with active lifestyles. Most energy drinks include the amino acid taurine and have a high caffeine content. Some also include other legal stimulants such as guarana and ginseng.