Since the inception of Red Bull in the U.S. in 1997, energy drink use has grown exponentially. Sales in North America have increased from 200 million dollars in 2002, to $3.5 billion in 2006 and $4.7 billion in 2007. Energy drink use has increased dramatically due to aggressive advertising campaigns targeting adolescents and young adult populations. One example often seen on college campuses is energy drink companies giving students free samples at athletic events and during times of increased academic stress. The objective of this marketing strategy is simple. They give students free energy drinks to get them using their product. Then, once students are hooked, they charge high prices ($2-4 per can) taking full advantage of the addictive properties of their drinks and shots.
Stimulants found within energy drinks (guarana, yohimbine HCL, evodiamine, yerba-mate, ginseng, N-Acetyl-L-Tyrosine, etc) have been found to have similar actions and pleasurable effects on the brain and its neurotransmitter systems (dopamine, serotonin, epinephrine) as other drugs of abuse. Furthermore, scientific research indicates adolescents and young adults are vulnerable to addictions, due to incomplete development of the memory and pleasure reward centers of the brain (NIAAA, 2009). Thus, it makes sense for alcohol and energy drink advertising campaigns to target populations who are vulnerable to coercion and more likely to become long term users of their products.
Marijuana has been termed as a “gateway drug” because it has been linked to the increased use of alcohol and drugs. Results of our research studies on college students (N=401, N=362) suggest energy drinks could be the next gateway drug. Our research indicates energy drink users consumed more than double the amount of alcohol and had far riskier drinking habits than those who drank alcohol only. Additionally, results of quantitative measures indicated energy drink users were significantly more likely to participate in risky behaviors such as drinking and driving and the use of amphetamines.
Given the addictive nature and probable gateway effects of energy drinks, it is critical we take measures to protect the future health of society. The fact is energy drinks are unregulated by the FDA and have not been recognized as safe. This presentation will provide information on the usage patterns and health risks associated with using energy drinks. Prevention measures such as suggestions for new FDA regulations and the development of energy drink awareness programs will also be presented. It is time for change!