SOCIAL PROJECT

ON

ILL EFFECTS OF ENERGY DRINKS

SUBMITTED TO
MAHATMA GANDHI UNIVERSITY, KOTTAYAM

IN PARTIAL FULFILLMENT OF THE REQUIREMENTS FOR THE

AWARD OF THE DEGREE OF
BACHELOR OF BUSINESS ADMINSTRATION

SUBMITTED BY
RANJITH VARGHESE

REGISTRATION NO .40080

UNDER THE SUPERVISION OF TARAMOL GP

UNIVERSAL EMPIRE INSTITUTE OF TECHNOLOGY, DUBAI

INTERNATIONAL ACADEMIC CITY

CENTRE CODE: 004

2009-2010
 STUDENT DECLARATION

I, RANJITH VARGHESE , hereby declare that the social project entitled “ The
ill effects of energy drinks” has been prepared by me during the year 2009-2010
on the basis of studies conducted by me under the guidance of Dr A.C
Rajalakshmi of American Hospital, Dubai and my guide Mrs Tara mol

I also hereby declare that the report is a record of original project work done by
me and has not been submitted at any time previously to any institute or
university for the award of any degree or diploma .

Register no : 40080
Place : Dubai
Date :

Signature Student Project Guide

 ACKNOWLEDGEMENT

I am deeply grateful to all friends and colleagues who have helped me in the
completion of this social project . But for the timely help and guidance of Mrs
Tara Mol ,I wouldn’t have been able to accomplish the task at hand. I would
also like to thank all who were directly and indirectly involved in the successful
completion of this project and hope that this endeavor would help in making
people aware of the implications of the subject at hand and help towards the
overall betterment of society .
 PREFACE

It’s the day and age when everything in the world goes around fast. The world
demands that things get done faster and better. A key ingredient in success in
life is energy. Now energy comes in a can. The youth seems to have fallen for it.
This project aims to bring forth the ill effects of Energy Drinks.

Energy drinks claim to give you extra energy, increase alertness, and improve
mental and physical performance. They come in a variety of brands and are sold
at supermarkets, convenience stores, vending machines, and restaurants. Most
often these drinks contain high amounts of caffeine and sugar. Caffeine provides
the main energizing “boost”.

The other ingredients in energy drinks are generally herbs (botanicals), amino
acids, vitamins, and minerals. Some herbal ingredients commonly found in
energy drinks are guarana, taurine, green tea and ginseng. Research on these
ingredients is ongoing, but evidence of health benefits is limited at this time.

Guarana is a herb that contains caffeine. Taurine is an amino acid naturally

found in meat and fish with no special benefits. Green tea extract contains
caffeine. Studies of ginseng have not shown any benefits.

Experts recommend that we consume herbal ingredients in moderation, if at all,

until we have more information about their safety
CONTENTS

CHAPTER 1 – INTRODUCTION
• WHAT ARE ENERGY DRINKS ALL ABOUT?
• ENERGY DRINKS VS. SPORTS DRINKS
• WHAT ARE THE SIDE EFFECTS OF ENERGY DRINKS?
• TARGETING YOUTH
• BRAND PRESENCE

CHAPTER 2 – ORGANISATIONAL PROFILE

CHAPTER 3 – RESEARCH METHODOLGY

• TYPES OF DATA
• DATA COLLECTION METHOD
• SAMPLE SIZE

CHAPTER 4 – DATA ANALYSIS AND INTERPRETATION

CHAPTER 5 – FINDINGS CONCLUSIONS AND SUGGESTIONS

ANNEXURE

BIBLIOGRAPHY
 CHAPTER 1

INTRODUCTION
 WHAT ARE ENERGY DRINKS ALL ABOUT?

Energy drinks are nonalcoholic beverages with the addition of so-called ‘energy
enhancing’ ingredients. These additions might include vitamins, amino acids,
caffeine, guarana, carnitine, ginseng and inositol. Positive effects promised by
some manufacturers include improved muscle tone, increased endurance, and
higher mental capacity. The drinks are popular with athletes and young adults,
who often drink them before workouts, at dance clubs (often mixed with
alcohol), as an afternoon pick-me-up, or for all-night study marathons.

There are concerns regarding the use of energy drinks.

• Energy drinks are not regulated and manufacturers can mix a variety of
ingredients into the product without anyone checking out whether it’s safe

• A high intake of caffeine can boost heart rate and blood pressure. The high
caffeine level found in these drinks is not suitable for children or anyone
sensitive to caffeine.

The main ingredients found in energy drinks are caffeine and sugar.

Caffeine content is equal to a cup of regular brewed coffee. Sugar contributes

about 25-30 gram of carbohydrates.

The popularity of energy drinks has increased considerably in the last few years.
Energy drinks and their purported energy performance benefits are available to
pretty much everyone regardless of their dangers and side effects. In spite of
their increasing popularity, there is still controversy over their safety and
suitability of these products for daily use.

History

Although not marketed as such, the Scottish drink Irn-Bru may be considered
the first energy drink, produced as "Iron Brew" in 1901. In Japan, the energy
drink dates at least as far back as the early 1960s, with the release of the
Lipovitan. Most such products in Japan bear little resemblance to soft drinks,
and are sold instead in small brown glass medicine bottles or cans styled to
resemble such containers. These "genki drinks", which are also produced in
South Korea, are marketed primarily to the salaryman set.

In UK, Lucozade Energy was originally introduced in 1929 as a hospital drink

for "aiding the recovery;" in the early 1980s, it was promoted as an energy drink
for "replenishing lost energy."

The first drink marketed as being designed to improve the performance of

athletes and sports stars arrived in the sixties. It was invented for the football
team at the University of Florida, known as the Gators — hence its name,
Gatorade. Designed to aid hydration and lengthen performance levels, it claimed
that its ingredients were formulated for just such things. However, Gatorade is
safer than many energy drinks and is known more as a sports drink.
In 1985, Jolt Cola was introduced in the United States. Its marketing strategy
centered on the drink's caffeine content, billing it as a means to promote
wakefulness. The initial slogan was, "All the sugar and twice the caffeine."

In 1995, PepsiCo launched Josta, the first energy drink introduced by a major
US beverage company (one that had interests outside just energy drinks), but
Pepsi discontinued the product in 1999.

In Europe, energy drinks were pioneered by the S. Spitz Company and a product
named Power Horse, before the business savvy of Dietrich Mateschitz, an
Austrian entrepreneur, ensured his Red Bull product became far better known,
and a worldwide best seller. Mateschitz developed Red Bull based on the Thai
drink Krating Daeng, itself based on Lipovitan. Red Bull is the dominant brand
in the US after its introduction in 1997, with a market share of approximately
47%.

In New Zealand and Australia the current leading energy drinks product in those
markets V was introduced by Frucor Beverages Frucor.

By the year 2001, the US energy drink market had grown to nearly 8 million per
year in retail sales. Over the next 5 years, it grew an average of over 50% per
year, totaling over $3 billion in 2005. Diet energy drinks are growing at nearly
twice that rate within the category, as are 16-ounce sized energy drinks. The
energy drink market became a $5.4 billion dollar market in 2007, and both
Goldman Sachs and Mintel predict that it will hit $10 billion by 2010. Major
companies' such as Pepsi, Coca-Cola, Molson, and Labatt have tried to match
smaller companies' innovative and different approach, with marginal success.
Energy drinks are typically attractive to young people. Approximately 65%
percent of its drinkers are between the ages of 13 and 35 years old, with males
being approximately 65% of the market. A 2008 statewide Patient Poll
conducted by the Pennsylvania Medical Society’s Institute for Good Medicine
found that: 20 percent of respondents ages 21–30 had used energy drinks in high
school or college to stay awake longer to study or write a paper; 70 percent of
respondents knew someone who had used an energy drink to stay awake longer
to study or work. Energy drinks are also popular as drink mixers.

In 2001 Coca-Cola marketed two Powerade brand energy drinks in bullet-

shaped, screw-top aluminum bottle cans produced by Exal Corporation of
Youngstown,Ohio. Powerade, the same as Gatorade, is better known as a sports
drink and is safer than many energy drinks. In 2002 CCL Container and Mistic
Brands, Inc., part of the Snapple Beverage Group, worked together on the
national launch of Mistic RĒ, which used a recyclable aluminum bottle. Since its
introduction, many energy drinks are now packaged in the aluminum bottles or
bottlecans.

Since 2002 there has been a growing trend for packaging energy drink in bigger
cans. Since in many countries, including the US and Canada, there is a limitation
on the maximum caffeine per serving in energy drinks, this allows
manufacturers to include a greater amount of caffeine by including multiple
servings per container. Popular brands such as Redbull and Monster have
increased the amount of ounces per can. Conversely, the emergence of energy
shots have gone the opposite way with much smaller packaging.
In 2007 energy drink powders and effervescent tablets were introduced, in the
form of a tablet or powder that can be added to water to create an energy drink.
These can offer a more portable option to cans and shots.

More recently, the industry has moved towards the use of natural stimulants and
reduced sugar.

ENERGY DRINKS VS. SPORTS DRINKS

Energy drinks should not be confused with sports drinks, such as Isotone or
Powerade intended to re-hydrate the body. Sports drinks provide sugars, which
the body burns to create energy and replenish electrolytes, helping to maintain
salt and potassium balances in the body. Energy drinks are formulated to deliver
high concentrations of caffeine and other stimulants to give the drinker a rush of
energy. Athletes use energy drinks to keep up their energy during intense
physical activity and for an added edge during competition.

Consumption of caffeine at these rates can lead to caffeine intoxication, and at

these high levels caffeine is a stimulant drug. There is an added risk of the
additive effect of the other stimulants too, which cause concern for athlete’s
health. Rather than re-hydrating their bodies, energy drinks may actually lead to
dehydration. They are not formulated or designed to replace lost fluids during
exercise. There is also limited scientific evidence available that the consumption
of these energy drinks can significantly improve physical and mental
performance.
 WHAT ARE THE SIDE EFFECTS OF ENERGY DRINKS?

While energy drinks provide an initial jolt and increase alertness, there are down
sides to high caffeine and sugar consumption. Drinking more than 400 mg of
caffeine a day is considered high. If you regularly consume large amounts of
energy drinks, you may experience heart palpitations, increased blood pressure,
dehydration, sleeplessness, irritability, increased bone loss, upset stomach, and
increased urination. The combination of heart palpitations and high blood
pressure has also been shown to cause anxiety.

Energy drinks also contain high amounts of sugar. A typical 16 ounce can has 50
to 60 grams, or 12.5 to 15 teaspoons of sugar!

Sugar adds calories, and unnecessary calorie intake may result in weight gain.
Additionally, research shows that a high sugar intake may make it more difficult
for the body to lose weight.

Some concentrated energy “shots” contains an excess amount of niacin (Vitamin

B3). The recommended daily intake of niacin is14 mg for women, and 16 mg for
men. Energy shots contain about 30 mg in one 2-ounce serving. Niacin intake at
about 35 mg or above may cause flushing, and higher doses may cause adverse
health problems.
Health Risks

Because of energy drinks’ high levels of caffeine and other stimulant

ingredients, such as guarana, green tea, yerba mate, yohimbine, bitter orange
(synephrine or octopamine), vinpocetine, 5- hydroxyl trypophan,
methylphenylethylamine (5-HTP) and ginseng, either alone or in combination,
athletes could be putting their health at risk by consuming such products. To
make matters worse, when these stimulants are used in combination with each
other (multicomponent formulation), and mixed into one beverage they can also
be associated with serious cardiovascular issues. The bottom line is not enough
is known yet about the combination of ingredients in energy drinks and their
effects. Toxicological and safety tests have not been performed on many of the
ingredients resulting in questions regarding the actual safety of these products.

Insomnia

In addition to toxicological concerns, several of the components of energy drinks

can potentially exacerbate or initiate manic episodes for patients. For example, a
patient with no psychiatric illness previously experienced mania after two
months of using 500 to 750 mg of “Panax ginseng,” also called Asian or Korean
ginseng. Caffeine has also been associated with mania in a patient with no
history of psychiatric illness. The patient increased caffeine consumption to
approximately 1,000 mg daily. The patient’s condition returned to normal within
30 days of stopping caffeine consumption.
Drug Interactions

Real concern may exist regarding ingestion of large amounts of ingredients

found in energy drinks, particularly for patients with poorly controlled or
undiagnosed psychiatric conditions.
Additionally, many of these ingredients should not be used in combination with
certain prescription and over-the-counter drugs as serious drug interactions have
been reported.

Antidepressants

5-hydroxy tryptophan (5-HTP) is a precursor to the neurotransmitter serotonin,

which is produced in the brain known to influence various cognitive and
behavioral functions. The interaction of this compound with other medications
is not well established, but there is the potential for harmful interactions with
anti-depressant medications. Although warning labels often state not to take this
supplement when on a monoamine oxidase inhibitor (MAOI), an individual who
does not heed the warning label is at risk for interactions with this type of
medication. It could make the medication inactive or depending upon the
person’s health could lead to other serious side effects.

Blood Thinners

Vinpocetine, another ingredient found in some energy drinks, could cause

serious drug interactions with aspirin, Plavix, Tidid, Pentoxifyline, vitamin E,
garlic, and gingko. This compound should not be taken with the drug Coumadin
since it thins the blood and could cause excessive bleeding.

Blood Pressure

Yohimbine is another ingredient often used in energy drinks. It can not be used
in combination with tricyclic antidepressants, buproprion, phenothiazines,
clonidine, and other drugs for lowering blood pressure, amphetamines or any
other central nervous system stimulants. It can lower blood pressure too much
and can also make the blood pressure medication inactive. Nasal decongestants
or diet products containing phenylpropaanolamine should be avoided to prevent
dangerously high blood pressure and heart palpitations

Food Interactions

It is also not recommended to consume cheese or red wine while taking

yohimbine because this combination can result in high blood pressure levels that
are unsafe. The range between an effective dose and a dangerous dose is very
narrow; too large of a dose can be harmful and toxic.

Caution is warranted even for healthy adults who choose to consume energy
beverages. Consumption of a single energy beverage will not lead to excessive
caffeine intake; however, consumption of two or more beverages in a single day
can. Other stimulants such as ginseng are often added to energy beverages and
may enhance the effects of caffeine, and ingredients such as guarana themselves
contain caffeine. Adverse effects associated with caffeine consumption in
amounts greater than 400 mg include nervousness, irritability, sleeplessness,
increased urination, abnormal heart rhythms (arrhythmia), and stomach upset.
Energy drinks do not provide electrolytes, and have a higher likelihood of an
energy "crash-and-burn" effect. Caffeine in energy drinks can excrete water
from the body to dilute high concentrations of sugar entering the blood stream,
leading to dehydration. If the body is dehydrated by 1%, performance is
decreased by up to 10%.

In the US, energy drinks have been linked with reports of nausea, abnormal
heart rhythms and emergency room visits. The drinks may cause seizures due to
the "crash" following the energy high that occurs after consumption. Caffeine
dosage is not required to be on the product label for food in the United States,
unlike drugs, but some advocates are urging the FDA to change this practice.

Until 2008, France banned the popular energy drink Red Bull after the death of
eighteen-year-old Irish athlete Ross Cooney, who died as a result of playing a
basketball game after consuming four cans of the drink. The French Scientific
Committee (J.D. Birkel) concluded that Red Bull has excessive amounts of
caffeine. Denmark also banned Red Bull for a while, although the ban has
recently been revoked. Britain investigated the drink, but only issued a warning
against its use by pregnant women and children.

In 2009 a school in Hove, England requested that local shops do not sell energy
drinks to pupils. Head teacher Malvina Sanders added that "This was a
preventative measure, as all research shows that consuming high-energy drinks
can have a detrimental impact on the ability of young people to concentrate in
class." The school has negotiated for their local branch of Tesco to display
posters asking pupils not to ask for the products.

Combination with alcohol

Energy drinks are often used as mixers with alcohol. Where energy drinks are
stimulants, alcohol is a depressant. Energy drinks can lessen the subjective
effects of alcohol intoxication like dizziness and headache. However, they may
be unable to counteract some of the psychomotor impairments of alcohol
intoxication. Consequently, the mix can be particularly hazardous as energy
drinks can mask the influence of alcohol and a person may misinterpret their
actual level of intoxication. In fact, people who drink mixers are more likely
than non-mixers to drink more alcohol, and are also more likely to suffer
alcohol-related consequences such as sexual assault, injury and riding with an
intoxicated driver, even after adjusting for the number of drinks. Although
people decide to drink energy drinks with alcohol with the intent of
counteracting alcohol intoxication, a large majority do so to hide the taste of
alcohol.

Both the caffeine in energy drinks and alcohol are known to act as diuretics and
so could lead to excessive dehydration.

A mixer of "Battery" energy drink and vodka is known in Finland as akkuhappo

(literally "battery acid")). A mixer of Jägermeister and "Battery" energy drink is
known as Jekkupatteri (prank battery).A common alcohol and energy drink mix
is the Jägerbomb.
 TARGETING YOUTH

To understand how alcoholic energy drinks are marketed, it is critical to

examine the popularity of nonalcoholic energy drinks among youth. Teenagers
and young adults are the core consumer group for these products. Nonalcoholic
energy drink producers promote youth consumption using “grassroots” level
marketing strategies, as opposed to traditional channels (such as television,
radio, magazine, and outdoor advertising). Companies are looking for “one-on-
one relationships” gained through events, extreme sports sponsorships, Internet
interactions, text messaging, and communication among users on Internet sites
such as MySpace and Facebook.

Alcoholic energy drink producers have built on the popularity of nonalcoholic

energy drinks in two ways:

1) Promoting the mixing of energy drink products with alcohol, and

2) Marketing premixed alcoholic energy drinks. Efforts to encourage the mixing
of alcohol with energy drinks serve as a stepping stone to building a separate
beverage category of premixed alcoholic energy drinks
Caffeine and Adolescents

Children under the age of 12 have no need for caffeine in their diets. Parents
should avoid giving energy or other caffeinated drinks to children. High school
and college students may consume energy drinks to stay up late or study, but
they often neglect to notice the total amount of caffeine they get in a day.
Studies have shown that high caffeine intake in adolescents can result in
difficulty sleeping and tiredness in the morning, as well as the previously
mentioned side effects. Adolescents should recognize that energy drinks are no
substitute for sleep and rest.

It is important for teens and their parents to monitor caffeine consumption and
look for healthier options for staying energized, such as getting adequate rest
and physical activity.
Lifestyle Statements :
Youngsters
 BRAND PRESENCE

Top 10 brands in UAE

• Top 10 brands account for over 98% of total advertising spends

• The ‘Big 3’ (Bison, Red Bull, Power Horse) dominate advertising with
85% + share
• While Red Bull is the key international brand, Bison is KSA based (&
manufactured)
• Bison, followed by Power Horse enjoys the strongest market shares in
KSA, hence no (or minimal) advertising in UAE
• Red Bull is the key advertiser in the UAE market
Brand Visibility

There are international / global associations that considerably enhance brand

visibility for a few brands; specifically Red Bull & to some extent Power Horse
• Red Bull backed teams in Formula 1 (globally televised motor
sport)
• Red Bull Air Race (Abu Dhabi hosts one of the events on the
calendar)
• Red Bull ‘Flug Tag’ - a global extreme sports event; Dubai one of
the venues
• Power Horse sponsored a UAE Car Rally team that participated in

the ME
 • Rally Championship (covered by local & regional sports TV
channels)

Some prominent other marketing activities comprise of

• Tie up with Health & Sports Clubs - dispensers / branding

prominently displayed
• Branding in Night Clubs / Restaurants - popular mix with an
alcoholic drink
• Frequent sampling exercises in Shopping Malls / Cinemas / Public
areas
• Branded vehicles (belonging to Red Bull) traversing the city roads
 CHAPTER 2

ORGANISATIONAL PROFILE

The American Hospital Dubai is a 143 bed, acute care, general medical/surgical
hospital whose mission is to provide high quality American standard healthcare
that will meet the needs and exceed the expectations of the people of Dubai, the
UAE and the surrounding Gulf States

The hospital is the first in the Middle East to get accredited by the Joint
Commission International Accreditation (JCIA) which reassures our continued
commitment to the highest quality American Standard of Healthcare in the
region. In 2009 the hospital was reaccredited for the fourth time. The hospital’s
Medical Laboratory is also accredited and re accredited, last one in 2009 by the
College of American Pathologists (CAP), making it the first private laboratory in
the Middle East to be accredited by (CAP).

The hospital continues to expand its services in primary and secondary care, plus
selective tertiary services, to include Centers of Excellence in - Joint
Replacement, Heart, Cancer, and Diabetes

Dr A.C Rajalaxmi is a distinguished doctor of the American hospital having

served the citizens with dedication for the past 5 years specializing in
gynecology & obstetrics
 CHAPTER 3

RESEARCH METHODOLOGY

DESIGN OF METHODOLGY

The researcher for the purpose of research has made use of both primary data
and secondary data. Resources for secondary data are from books, reports and
articles. In this random sampling method of research was used to collect data
through a cross segment population of UAE. This method has helped the
researcher compile and analyse data in an organized manner. Data was collected
from consumers consisted of mostly youth.

TYPES OF DATA

1. Primary data:

Primary data are measured, observed and recorded as part of this study. The
researcher has taken great care to talk to consumers in depth and understand
what drives them to drink energy drinks. The researcher has visited various
supermarkets around Dubai and Sharjah and has spoken to the shop keepers
about the consumption patterns for energy drinks. The researcher has also visited
college campuses across the UAE and have spoken to students on what drives
them to drink energy drinks. The researcher has also gone to many health clubs
and gyms around the region and have spoken to fitness instructors on what their
opinion is about energy drinks.

2. Secondary data

The researcher has also collected articles from newspapers like The National,
Gulf News, Khaleej Times and magazines like The Health which are published
in the UAE. The articles collected are from reliable sources.

Sample Size

Sampling method used by the researcher in this research is random sampling.

The researcher selected this method due to the fact that there should be a diverse
representation from entire UAE population. This method helped to collect each
information giving an equal chance of the entire representation to be selected as
a sample. The researcher has also used stratified sampling method which gives
the researcher an opportunity to target specific categories of the total population.

Data Collection Method

The researcher went to supermarkets, health clubs, college campuses and

shopping malls and conducted surveys among a wide range of respondents in
order to get accurate and reliable data.
Data analysis and interpretation

The collected data was coded giving individual codes to each answer and was
tabulated as per the specific objective of the study. The tabulated data was
analysed and the findings and appropriate suggestions are given.

Limitation of the study

The researcher was not able to control certain variables. This included
conducting the survey within a stipulated period of time. Some respondents,
mainly students weren’t able to articulate the exact reason why they consumed
energy drinks.
 CHAPTER 4

DATA ANALYSIS AND INTERPRETATION

Based on the information collected by the researcher using questionnaires, the

following consolidation of facts is listed below:

GENERAL CHARACTERISTICS OF THE RESPONDENTS

TABLE 1. Consumption pattern of different age groups

Consumption
Once Once
Age Once Twice No. of
a a None Percentage
a day a day respondents
week month
7-12 2 4 2 2 0 10 12.5
12-18 12 6 3 2 2 25 31.25
18-25 14 6 2 2 6 30 37.5
25 and
2 2 1 6 4 15
above 18.75
Total 30 18 8 12 12 80 100
Majority of consumers seem to consume energy drinks once a day

Interpretation :

Around 37.5% of respondents in the age group of the age group between 18 and
25 seem to consume more energy drinks when compared to other age groups .
This group being more active in their lifestyle seem to play a factor for this trend
.
Also the age groups between 12 and 18 seem to be high on consumption due to
the large scale exposure of these drinks as a substitute for natural food . Media to
has played a key role in altering the general perception to that of a positive one.

TABLE 2. Consumption pattern of different educational levels

Consumption
Education
level Once a Twice Once a Once a No. of
None Percentage
day a day week month respondents
Illiterate 2 1 2 2 1 8
10
Primary 5 4 2 1 0 12
15
High school 7 5 2 1 0 15
18.75
Degree 13 4 1 5 4 27
33.75

Post graduate 3 4 1 3 7 18
22.5
Total 30 18 8 12 12 80 100
Interpretation :

33.75% of the respondents namely students committed to degree courses

consume energy drinks on a larger basis than the other groups .
It is to be noted that 22.5% of the postgraduate students too follow closely
behind the above mentioned group in consumption of energy drinks.
 TABLE 3. Consumption pattern of different income levels

Consumption
Monthly
Once Once
family Once Twice No. of
a a None Percentage
Income a day a day respondents
week month
Below 1000
Dhs 4 1 1 2 1 4 11.25
1000-2000
Dhs 5 3 1 1 0 5 12.5
2000-5000
Dhs 6 6 1 1 0 6 17.5
5000-10000
Dhs 7 5 3 5 4 7 30
Above
10000 Dhs 8 3 2 3 7 8 28.75
Total 30 18 8 12 12 80 100
Interpretation :

Maximum consumption seen in the Dhs.5000 to Dhs.10,000 family income

bracket.
 TABLE 4. Consumption pattern of different occupation levels

Consumption
Monthly
Once Once
family Once Twice No. of
a a None Percentage
Income a day a day respondents
week month
Student 15 4 2 3 0 24 30
Entry level 7 3 1 1 3 15 18.75
Mid level 3 5 1 1 3 13 16.25
Senior level 2 3 1 4 4 14 17.5
Not
working 3 3 3 3 2 14 17.5
Total 30 18 8 12 12 80 100

Interpretation :

Majority of respondents who are students consume energy drinks once a day.
 TABLE 5. Rate of consumption of respondents

No. of
respondents Percent
Once a day 30 37.5
Twice a day 18 22.5
Once a week 8 10
Once a month 12 15
None 12 15
Total 80 100

Interpretation :

37.5% of the respondents consumer energy drink at least once a day.

 TABLE 6. Reasons for consumption

No. of
respondents Percent
Taste 13 16.25
Occasion 13 16.25
Prestige 12 15
Enjoyment 12 15
Addiction 30 37.5
Total 80 100

Alarmingly high number of respondents are addicted to energy drinks which is a

huge health concern.
 TABLE 7. Does energy drinks affect your health?

No. of
respondents Percent
Yes 58 72.5
No 22 27.5
Total 80 100

Interpretation :

This finding is a shocker. 73% respondents consider energy drinks to be a health

risk but continue to drink them
Interpretation :

Almost 45% of the consumers prefer Red Bull compared to other brands.
 CHAPTER 5

FINDINGS , CONCLUSIONS AND RECOMMENDATIONS

FINDINGS

The research clearly shows that the consumers understand that they energy
drinks form negative side effects but continue to drink energy drinks.

Despite the limited science, we do know that alcoholic energy drinks constitute a
potential danger to the health and safety of our communities, and particularly to
our young people. We need not wait for more science to act. The alcohol
industry’s plan to market these beverages and promote the mixing of alcohol
with energy drinks should be vigorously opposed before the products become
even more popular.

CONCLUSIONS & RECOMMENDATIONS

Past experience shows that a swift response is critical or the economic benefits
associated with their sale will become entrenched, making regulation far more
difficult or impossible.
Communities need to aggressively seek voluntary action to protect our young
people from harm.
Actions by Beverage Producers

Producers of nonalcoholic energy drinks such as Red Bull should immediately

halt all promotional efforts aimed at encouraging the mixing of their products
with alcohol, pending further review of the safety of this practice.
Producers who refuse to discontinue the production and sale of alcoholic energy
drinks should at a minimum, do the following:
■ Fully disclose the ingredients in all alcoholic energy drinks and the amounts of
additives, including stimulants such as caffeine and guarana, contained in the
drinks;
■ Disclose the percentage of alcohol derived from distilled spirits, to ensure
proper classification of alcoholic energy drinks as either malt beverages or
distilled spirits under applicable federal and state laws; and
■ Provide prominent health and safety warning labels on each container, alerting
consumers to the risks associated with consuming alcohol with caffeine and
other stimulants contained in energy drinks.
Manufacturers should initiate a public service campaign alerting alcohol
consumers to the risks of mixing alcohol with energy drinks.

WHAT’S A BETTER WAY TO FEEL ENERGIZED?

Eat well. If you eat a complete and balanced diet, chances are your energy levels
will not need any extra boost! Specific diet needs vary by the individual.
Here are some other energy tips:

• A large meal may make you feel drowsy.

• Foods high in fat may make you feel groggy.
• Eating some protein at each meal or snack will give you longer lasting
energy, than just eating a high carbohydrate meal such as pasta, bread or
sweets.
• Fresh fruits and veggies and whole grains are healthy and may make you
feel “fresh” too!
• Get plenty of sleep. If your body gets the rest it needs, you’re less likely to feel
drowsy during the day. While individual needs vary, most teens need eight to
9.5 hours of sleep each night and most adults need seven to eight hours. You
will feel more alert and concentrate better with adequate sleep.
• Drink water to stay hydrated. Dehydration will make you feel tired and it is
dangerous for health.
• Move it. If you feel yourself growing tired while studying or working, go for a
quick 10-minute walk or do some exercises to make you more alert. Regular

• physical activity will also improve your energy level. Children need 60 minutes
of physical activity each day and adults need at least 30 minutes.
• Drink coffee and/or tea in moderation. Coffee and tea both contain caffeine.
Try having just one 8-ounce cup and see if your body really needs more
caffeine. You may want another cup, but you certainly won’t need an energy
drink!
• Cut back on caffeine slowly. If you find yourself dependent on highly
caffeinated drinks, reduce your consumption slowly.
• Taking caffeine completely out of your routine can result in withdrawal
symptoms that include headaches, body aches, and depressive symptoms.
 Annexure 1
Questionnaire

Name of the respondent _________________________________

Address _________________________________
_________________________________
_________________________________

1. Age

7 to 12 years
12-18 years
18-25 years
25 years and above

2. Sex

Male
Female

3. Education
Illiterate
Primary
HighSchool
Graduate
Post Graduate
 4. Occupation

Student
Entry level
Mid level
Seniro level
Not working

5. Income level

Below 1000 Dhs

1000-2000 Dhs
2000-5000 Dhs
5000-10000 Dhs
Above 10000 Dhs

6. Do you consume energy drinks?

Yes
No

7. Please name your favorite energy drink? ______________________

 8. What is the level of your consumption?

Once a day
Twice a day
Once a week
Once a month
None

9. What is the reason for consumption?

Taste
Occasion
Prestige
Enjoyment
Addiction

10.Do you believe consumption of energy drinks is good for your health?

Yes
No
 11.What is the reason for consumption of Energy Drinks ?

Taste
Occasion
Prestige
Enjoyment
Addiction

12.How long have you been consuming Energy Drinks ?

Specify

13.Which source made you get attracted to Energy Drinks?

Newspaper
Radio AD
TV AD
Promotion
Others
14.Do you think Energy Drinks Consumption will affect your health ?

Yes
No
Comments

15.Did any doctor specify not to consume Energy Drinks ?

Yes
No
BIBLIOGRAPHY

1. A can of bull? Do energy drinks really provide a source of energy?"

(PDF). http://www.sciencecases.org/energy_drinks/energy_drinks.pdf.
Retrieved 2009-07-03.
2. "Research on the Health Effects of other energy drinks additives" (PDF).
http://www.marininstitute.org/alcopops/resources/EnergyDrinkReport.pdf.
Retrieved 2009-07-03.
3. "Neuropsychiatric effects of caffeine - Winston et al. 11 (6): 432 -
Advances in Psychiatric Treatment". Apt.rcpsych.org.
doi:10.1192/apt.11.6.432. http://apt.rcpsych.org/cgi/reprint/11/6/432.
Retrieved 2009-05-07.
4. Loeb, Heather (2009). Do the Ingredients in Energy Drinks Work?.
MensHealth.com. Retrieved July 3, 2009.
5. http://www.winforum.org/PES-pdf/coaches_school.pdf. page 12-13 |
title=Sport Diet Dilemmas |publisher=WINForum.org |date= |access
date=2009-11-11}}
6. Taste for Quick Boost Tied to Taste for Risk
7. Warning: Energy Drinks Contain Caffeine by Allison Aubrey. Morning
Edition, National Public Radio, 24 September 2008.
8. "French ban on Red Bull (drink) upheld by European Court".
Medicalnewstoday.com.
http://www.medicalnewstoday.com/articles/5753.php. Retrieved 2009-05-
07.
9. Energy Drinks – Busting Your Health for the Buzz Newswise, Retrieved
on September 21, 2008.
10. "Energy Drinks: Ingredients, Dangers, Reviews, & Comparisons".
Brianx.com. http://brianx.com/nightlife/energy-drinks.html. Retrieved
2009-05-07.