THE DANGERS OF ENERGY DRINKS

Presented to you by Empire: Asante Smalling, Andy Diaz,

Michael Robinson, and Napoleon Johnson

GOAL

To educate audiences about energy drinks and

their dangers• Objective

• To educate University of North Florida students about the background of energy drinks and the potential health dangers to those that consume them• Tactic

• Provide details of the history of energy drinks• Provide research findings about the effects

of energy drink consumption on health • Provide case examples of effects

GOAL

To provide natural energy drink alternatives to

energy drink consumers• Objective

• To educate University of North Florida students who drink energy drinks or who are interested in obtaining energy about natural alternatives• Tactic

• Speak about foods that naturally provide energy and other nutrients

• Provide natural drink recipes that provide energy and other nutrients

THE HISTORY

Energy drinks were first marketed as a dietary supplement that

could give the consumer energy while providing vitamins.

The first energy drink was produced in 1901 and was named

Iron Brew

The first energy drink introduced in North America was Jolt Cola

in 1985

It was marketed as Coca-Cola but with high caffeine and sugar

contents. It originally targeted students and busy professionals.

http://www.edrinks.net/energy-drinks/drink-history.aspx

THE HISTORY

The industry leader Red Bull started selling in 1987 in Austria.

Today 2.5 billion cans are sold every year in more than 130

countries. Energy are even marketed by clubs to be mixed with

alcohol• Red Bull Vodka is one of the most popular cocktails for clubbers.

Energy drinks are one of the fastest growing markets in the

world. • In 2001 energy beverage had sales of $8 million • 5 years later energy beverage sales grew to exceed $3 billion

dollars annually.

Source: http://www.edrinks.net/energy-drinks/drink-history.aspx http://www.ubciweek.com/energy-drink/energy-drink-market-history-growth-projections-trends-and-the-uncertain-future-of-energy-drinks.html

SALES AND MARKETING

United States market share:• Red Bull is approximately 40%• Monster at about 23%, • Rockstar at around 8% • Full Throttle at about 4%.

The general demographic for this market as a whole is

under 35 years of age and predominantly male.

Diet energy drinks are growing rapidly in sales as they

market themselves towards the health and fitness market.

LEADERS

Drink

Share of Energy Drink Market (% dollar sales)2008

Drink Top 7

Based on Dollar sales 2010

Red Bull 40  Red Bull$ 2.2 billion

Monster 23 Monster Energy

$ 1.5 billion

Rockstar 12.3  Rockstar $ .4 billionAMP 8  NOS $ .2 billionFull Throttle

4 Doubleshot

$ .18 billion

Doubleshot

2  Amp$ .14 billion

NOS 1.5 Full Throttle

$ .11 billion

No Fear 1.4Private Label

1

SOBE Adrenaline

0.7

Vitamin Energy

0.5

SOBE Lean

0.5

Venom 0.44Jolt 0.4Go Girl 0.4

Source: http://www.energyfiend.com/the-15-top-energy-drink-brands

TARGETED AUDIENCE

Energy drinks are regularly consumed by 30 to 50 perfect of children,

adolescents, and young adults

Some energy drinks are specifically marketed towards to college-aged

males students and are linked with masculinity and sports

http://www.youtube.com/watch?v=P3hF0_hMNrI&feature=related

Energy drink makers like Monster and Rockstar market themselves

towards a younger audience and sponsor music festivals and sporting

events.

Source: http://www.npr.org/templates/story/story.php?storyId=6720000

WHAT THEY WANT YOU TO BELIEVE

How energy drink manufacturers promote their

products:A beverage that showcases masculinityhttp://www.youtube.com/watch?v=3zFHKNFTj88&feature=player_embedded• A necessity for those who lead busy liveshttp://www.youtube.com/watch?v=eu9pmHIMdOM• Linked with being attractivehttp://www.youtube.com/watch?v=8x9iYweART4

THE TRUTH

Energy drinks have three to five times the amount of

caffeine in regular soda (which has a limit of 71 mg

caffeine per 12 fluid ounces set by the FDA)• Some caffeine contains vitamin B, and when a large

amount is consumed it can lead to rapid heartbeat, numbness, and tingling in the hands and feet.

• Such highs concentrations of caffeine can have dangerous, life-threatening effects on blood pressure, heart rate, and brain function according to research from the University of Texas Health Science Center at Houston.

Source: http://www.nytimes.com/2011/02/01/health/01brody.html

T H E T R U T H

A study done in new Zealand found that children,

teens, and young men would exceed the adverse effect

level of 3 mg/kg per day of caffeine per day after

consuming one unit of energy drink or shot

Due to the unregulated ingredients in energy drinks

and the negative effects some countries have seen from

those who consume energy drinks, energy drinks have

been banned in France, Denmark, Turkey, and Uruguay.

http://www.foodsafetynews.com/2011/02/pediatricians-

warn-of-energy-drink-risks/

CAFFEINE CONCENTRATIONS

8oz12oz Can

per/oz

Caffeine in Energy Drinks

MDX 47 mg70.5 mg

5.875 mg

Diet MDX 50 mg 75 mg6.25 mg

Amp Energy Drink 71 mg 106.58.875

mg

No Fear 83 mg 124.510.375 mg

SoBe Adrenaline Rush 75 mg 112.59.375

mg

Adrenaline Sport 35 mg 52.54.375

mg

Red Bull 80 mg -10 mg

Atomic Rush 100 mg

(7oz) -

14.29 mg

Bawls Guarana67 mg (10oz)

-6.7 mg

Source: http://www.overcaffeinated.org/energy-drinks.php

DANGERS

Researchers found that drinking energy drinks may increase the risk of

stroke and heart attack, even in young adults.

Studies show that after drinking just one can of an energy drink healthy

blood vessels can show signs of damage.

Researchers noted highest risk factors for those with cardiac conditions,

ADHD, eating disorders, diabetes, and those who take medications or

consume alcohol.

Consumers may experience withdrawal symptoms such as headaches,

mood swings, and trouble concentrating according to

http://www.medscape.com/viewarticle/737311 and

http://www.npr.org/templates/story/story.php?storyId=6720000

CASES

Four documented cases of caffeine-associated

Five separate cases of caffeine associated seizures

28 year old man suffered cardiac arrest after a day of motor cross

racing

18 year old died playing basketball after consuming two cans of

Red Bull

Four cases of mania from individuals with bipolar disorder

5,448 cases of caffeine overdoses were reported with 46% being

younger than 19

Source: http://www.medscape.com/viewarticle/737311

CASES

Germany, Australia, and New Zealand reported several negative outcomes

concerning energy drinks such as • Liver damage • Kidney failure• Respiratory disorders• Agitation• Confusion• Seizures• Psychotic conditions• Nausea• Vomiting• Abdominal pain• Hypertension• Heart failure• DEATHSource: http://www.medscape.com/viewarticle/737311

HARMFUL INGREDIENTS

Ephedrine• Stimulant that works with the central nervous system. Common in weight-

loss products and decongestants. Poses a threat to heart health.

B-vitamins• Used artificially to produce energy but can cause deficiencies.

Creatine• Acid taken for muscle contractions that can damage your liver and

kidneys.

High amounts of sugar• Linked to diabetes, cavities, obesity, premature aging, low serotonin

levels, ruining the he balance of microflora (good bacteria) in your stomach

Source: http://www.nutritionresearchcenter.org/healthnews/beware-of-

harmful-chemicals-in-energy-drinks/

NATURAL SOURCES OF ENERGY

Seafood• Great source of vitamin D which in turns provides a lot of energy.

Consumed twice a week can give you the amount of Vitamin D needed.

Leafy Greens• Magnesium-rich leafy greens can boost you vitamin D levels.

Whole Grains• Whole grains provide energy by keeping blood sugar stable

Nuts, broccoli, navy beans, and fortified cereals• Provides Vitamin E, which not provides boosts energy but also

protects against heart disease and boosts immunity.

http://www.clean-energy-ideas.com/natural_detox/high_energy_foods.html

NATURAL ENERGY DRINK RECIPES

Power Beverage• Pears• Unpeeled apple• Unpeeled pineapple slices• Cup of black grapes• Crushed Ice

What it does:• Pears and apples are good for the skin aside from the energy

provided form sugar. Grapes provide natural energy boosting sugars and bromelain enzyme provide instant energy.

• Provides healthy amount of calories, protein, carbohydrates, calcium, fiber, and Vitamin C.

NATURAL ENERGY DRINK RECIPES

Melon and Papaya Energy Drink• Chopped and peeled small papaya half• One small peeled and chopped musk lemon• Half teaspoon of lemon juice• Crushed ice

What it does• Papaya maintains blood glucose levels which gives

consistent amount of energy throughout the day. Melon contain adenosine which reduces blood clot risks and prevent heart attacks. Boosts immune system.

• Good source of protein, carbohydrates, fiber, and vitamin A.

NATURAL ENERGY DRINK RECIPES

Beetroot Energy Drink• Medium-sized carrots• Medium-sized chopped and unpeeled beetroot• Medium-sized chopped and unpeeled apple• Crushed ice

What it does:• Beetroots is a natural source of sugar, providing

energy. Apples provide volume that will satiate your hunger while providing energy from it’s natural sugars.

• Good source of protein, carbohydrates, iron, and zinc