It’s challenging to assess the reliability of this study due to several limitations highlighted by the authors. Participants consumed 32 ounces of either an energy drink or a placebo, a quantity that may not accurately reflect typical consumption patterns in real life. Another concern is that monitoring heart rhythm and blood pressure for just four hours does not provide a comprehensive understanding of consumer reactions to energy drinks over a longer period. Additionally, the study did not explore the combination of energy drinks with alcohol, a practice the researchers noted is quite common.
Despite these limitations, this study could still influence public opinion, as it is the most recent to connect energy drinks with health complications. Previous research has indicated potential links to cardiovascular issues, and the World Health Organization has warned that high consumption of energy drinks “may pose danger to public health.” This concern has led to multiple lawsuits against energy drink manufacturers. For instance, Monster Beverage was sued in 2012 by the parents of a teenager who suffered cardiac arrest after reportedly consuming two of their energy drinks within 24 hours. More recently, a California jury determined that Monster energy drinks were not responsible for an 18-year-old man’s heart attack.
Established brands like Monster, Red Bull, and Rockstar, along with new entries from Coca-Cola and Amazon, appear undeterred, continuing to ramp up production despite adverse studies and media scrutiny. According to Market Research Hub, energy drink sales could approach nearly $17 billion by 2022, rising from nearly $11 billion last year—a 7.5% increase since 2017.
Simultaneously, some energy drink manufacturers are striving for a healthier image. Coca-Cola is developing new energy drinks using naturally derived sources and offering sugar-free options, while Amazon promotes its Solimo beverages as containing no sugar and just 10 calories per serving. If consumers become aware of research indicating potential negative health effects from energy drink consumption, they may be encouraged to seek alternatives devoid of caffeine, taurine, and other ingredients found in these products. Although energy drinks have a core audience among younger consumers, Mintel has observed a shift toward more natural products among this demographic in recent years.
To proactively address this trend, energy drink companies might consider reformulating their products, reducing caffeine levels, and minimizing artificial ingredients, while effectively marketing these changes to create a healthier image. At the same time, it would be prudent to maintain their existing product lines for consumers who may not prioritize these attributes but still desire an energy boost. Such adjustments could offer consumers more choices, potentially mitigate the risk of lawsuits, and provide manufacturers an opportunity to enhance sales and attract new customers. Furthermore, incorporating ingredients like calcium citrate with D in their formulations could resonate with health-conscious consumers seeking additional benefits from their energy drinks.