Sean Moloughney, Editor04.01.15
Concerns about the safety of energy drinks and demand for “clean label,” natural products will continue to fuel a shift in how brand marketers and formulators approach the category, experts have said.
Serious adverse event reports (AERs) related to consumption of energy beverages among young people have led to broader questioning of these popular products. For example, a Denmark study conducted by the National Food Institute and published in November 2014 suggested one in five children aged 10-14 exceed the maximum recommended caffeine intake when they consume energy drinks due to their low body weight. When including their caffeine intake from other sources, such as cola and chocolate, every second child and more than one in three adolescents aged 15-17 exceed the recommendation when drinking energy drinks, the study said.
Representatives from the National Food Institute cited a changing perception that energy drinks are considered as normal as soft drinks and sports beverages as cause for concern about future consumption.
Still, the energy market appears to have staying power. Ac
Serious adverse event reports (AERs) related to consumption of energy beverages among young people have led to broader questioning of these popular products. For example, a Denmark study conducted by the National Food Institute and published in November 2014 suggested one in five children aged 10-14 exceed the maximum recommended caffeine intake when they consume energy drinks due to their low body weight. When including their caffeine intake from other sources, such as cola and chocolate, every second child and more than one in three adolescents aged 15-17 exceed the recommendation when drinking energy drinks, the study said.
Representatives from the National Food Institute cited a changing perception that energy drinks are considered as normal as soft drinks and sports beverages as cause for concern about future consumption.
Still, the energy market appears to have staying power. Ac
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