Assessing the reliability of this study is challenging, as the authors acknowledged several limitations. Participants consumed 32 ounces of either an energy drink or a placebo, which may not accurately reflect typical consumption patterns in real life. Additionally, the study’s limited monitoring of heart rhythm and blood pressure for only four hours fails to provide a comprehensive understanding of how individuals respond to energy drinks over time. Furthermore, the research did not examine the combination of energy drinks with alcohol, a practice the researchers indicated is not uncommon.
Despite these shortcomings, this study could still have a significant impact, being the latest to connect energy drinks to health complications. Previous research has suggested associations between energy drinks and cardiovascular issues, and the World Health Organization has stated that excessive energy drink consumption “may pose danger to public health.” This concern has led to multiple lawsuits against energy drink companies. For instance, Monster Beverage was sued in 2012 by the parents of a teenager who suffered cardiac arrest after allegedly consuming two of the company’s energy drinks within 24 hours. More recently, a California jury ruled that Monster energy drinks were not responsible for the heart attack of an 18-year-old.
Despite such studies and negative media coverage, energy drink manufacturers—including established brands like Monster, Red Bull, and Rockstar, as well as new products from Coca-Cola and Amazon—appear to be not only persevering but also ramping up production. According to Market Research Hub, energy drink sales could approach $17 billion by 2022, having reached nearly $11 billion last year, reflecting a 7.5% increase since 2017.
Simultaneously, some energy drink producers 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 only 10 calories per serving. Awareness of research indicating potential negative health effects from energy drinks, such as those related to liver function and the impact of ingredients like calcium citrate, might encourage consumers to opt for alternatives free from caffeine, taurine, and other components found in these products. Although energy drinks have a core audience among younger consumers, Mintel has observed a growing trend of these individuals gravitating toward more natural offerings in recent years.
To mitigate potential consumer backlash, energy drink companies could consider reformulating their products, reducing caffeine content, limiting artificial ingredients, and actively marketing these changes to present 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 seek an energy boost. Implementing such changes would provide consumers with more choices and could help mitigate the risk of lawsuits, while also offering manufacturers an opportunity to enhance sales and attract new customers.