Reducing visibility among suggestions to minimize consumption of energy drinks

09 Oct 2017 --- Researchers have compiled qualitative data about energy drink intake to learn how to curb consumption. The study provides unique insights into intervention strategies suggested by young people themselves to reduce consumption of energy drinks. In addition to more research and education, these strategies include policy changes targeting energy drink sales, packaging, price and visibility.

“Energy drinks are becoming increasingly popular amongst young people. They're the fastest-growing segment of the beverage market and often outsell soft drinks,” lead author Jacinta Francis, Ph.D., of Telethon Kids Institute, Perth, Australia, tells NutritionInsight. “Although energy drinks are promoted as improving the body's performance, they actually pose a serious health risk over and above that of soft drinks.”

Of particular concern is the amount of caffeine, sugar, and salt contained within energy drinks, according to Francis. “Energy drinks also contain various herbal extracts, which may have their own stimulant properties, and have not been widely studied,” Francis says.

“Furthermore, the ingredients in energy drinks may interact in ways that exacerbate the effects of caffeine, which is particularly concerning for children and adolescents,” Francis adds.

Lucrative yet dangerous
Energy drinks, nonalcoholic beverages containing caffeine and other ingredients marketed as improving energy, concentration, metabolism, and performance, account for more than US$30 billion in sales from over 160 countries.

However, the drinks can also cause adverse health effects such as headaches, nausea, sleep difficulties, seizures, anxiety, cardiac abnormalities and sudden death. Data in the US and Australia indicate that caffeine overdoses and adverse reactions to energy drinks are prevalent and increasing in adolescents.

Thus, researchers from Australia used group interviews to explore knowledge of energy drinks, factors influencing consumption and intervention strategies to decrease energy drink consumption in young people.

“We found confusion surrounding energy drinks, which suggests educational campaigns are needed to increase young people's knowledge,” says Francis. “Likewise, interventions are needed to raise awareness about potential consequences of energy drinks and promote alternative ways to improve energy levels, such as good nutrition, physical activity, and adequate sleep.”

Shedding light on possible deterrents
Interviews were conducted with 41 people, aged 12 to 25 years, with groups arranged so that all participants fell within a five-year range. Participants were recruited based on a convenience sample of those in the Perth area, of the correct age, who spoke English. A discussion guide was constructed and eight group interviews lasting 30 to 50 minutes were conducted by the same facilitator.

Respondents were familiar with energy drinks, with some previously consuming them in large quantities. The precise definition of an energy drink was complex, however, with confusion across all age groups as to whether coffee, sports drinks, nutritional supplements, and soft drinks were included. Some participants were aware energy drinks contained caffeine and sugar, but few could name other ingredients or how they influenced energy; serving size also caused confusion.

Participants reported easy accessibility to energy drinks and consuming the beverages for the perceived increase in energy. After increased energy, the taste was the second most common reason for drinking energy drinks, but taste also proved to be a deterrent.

An understanding of the ingredients and health effects was also a deterrent to consuming energy drinks. Some participants were unaffected by energy drinks, but many reported experiencing negative physiological effects or knew someone who had. Peer pressure and social norms also influenced adolescent consumption, as did parental beliefs and behaviors, particularly among the youngest participants. Participants noted that energy drink advertisements, promotions, and giveaways all encouraged consumption.

As a result of the group discussions, participants suggested five broad strategies to reduce young people's energy drink consumption:

1. Restrictions on sale and availability.
2. Changing packaging.
3. Increasing the price.
4. Reducing visibility in retail outlets.
5. Conducting research and education.

From the five key interventions identified by participants, those related to research and education may need to be targeted to specific age groups, Francis says.

“In addition, it would be helpful to implement and evaluate policies that regulate the marketing and promotion of energy drinks, as well as advocating for changes to warning labels and ingredients,” continues Francis. “Finally, implementing an adverse event reporting system, such as mandatory recording of hospital admissions related to energy drinks, may assist researchers and policy makers.”

Francis tells NutritionInsight that a larger evidence base is now needed to support the findings and determine the feasibility of the interventions suggested.

“Our team at the Telethon Kids Institute in Western Australia is currently recruiting up to 4,000 high school students to take part in a survey that will provide us with more data around energy drink use,” Francis adds. “The study's findings will inform recommendations for policy makers and practitioners.”

The new study is published in the Journal of Nutrition Education and Behavior.

By Paul Creasy

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