Energy drinks fuel late-night study sessions, high-intensity workouts, and social gatherings across college campuses nationwide. But why do students reach for them? And do they know the health risks? This paper examines the world of energy drinks, exploring their growing popularity among college students, the influence of marketing and branding on consumption, and the critical question of whether companies bear responsibility for their products' health impacts. Through survey research with undergraduate students, we investigate the factors that drive energy drink consumption and the disconnect between health awareness and consumer behavior in today's caffeine-driven campus culture.
Since entering the US beverage market in 1997, the popularity of energy drinks has exploded (Harvard); they now represent 63 percent of the US market (Heckman) and 500 new brands have launched since 2006 (Lichvar et al.). Red Bull leads the US energy drink sector with a 43 percent market share (echoing their European dominance) (Lichvar et al.), but big beverage names like PepsiCo and Coca-Cola are eagerly getting involved. Coca-Cola acquired a 16.7 percent stake in Monster in 2015 (Monster Beverage Corporation), while PepsiCo bought Rockstar Energy for $3.85 billion in 2020 (Sampath), and acquired an 8.5 percent stake in Celsius Holdings in 2022 (Lucas).
As the name implies, consumers who buy energy drinks are likely seeking a boost from the main ingredient, caffeine. Caffeine acts as a stimulant by blocking the sleep-promoting neurotransmitter adenosine, giving consumers a sense of energy and mental alertness. While this effect may be beneficial in small doses, the perceived boost does not come without risks. High intake of caffeine has been linked to increased heart rate, high blood pressure, insomnia, and in extreme cases, hospitalization due to caffeine toxicity (Science Direct). Caffeine poses significant risks for younger populations. The American Academy of Pediatrics explicitly "discourages caffeine use by children and adolescents due to its adverse impact on sleep and blood pressure" (Sojar 187). This concern is supported by alarming statistics: emergency room visits linked to energy drinks among individuals aged 12-17 increased from 1,145 in 2007 to 1,499 in 2011 (Harvard). In one tragic case, a 21-year-old with a heart condition died after consuming Panera Bread's highly caffeinated "Charged Lemonade" in 2022. Beyond acute health risks, research indicates long-term dangers as well. Multiple studies demonstrate that regular caffeine consumption can lead to tolerance and addiction-like behaviors, including dependence and withdrawal symptoms when attempting to quit (Vähäkangas). The World Health Organization has formally recognized the severity of this issue by classifying caffeine addiction as a clinical disorder (Hilliard).