Who Drinks Energy Shots?
Young men are the most likely to consume energy drinks and shots, according to Mintel, although the market among all adults ages 25-45 is growing. Youth ages 12-17 who drink energy drinks down an average of 5.2 cans a month, according to Mintel. Adults drink an average of 4.6 cans. “Our target market is working adults who experience fatigue and feel they can benefit from an energy boost,” says Lynn Petersmarck, advertising director for Living Essentials. Nutritionists are also concerned about other ingredients in the shots and how they might interact. They would like to see more studies on the safety and effectiveness of the blends. Because they are marketed as dietary supplements, energy shots do not require FDA approval before hitting the market. “A lot of these products contain multiple, multiple amounts of ingredients such as taurine and tyrosine and phenylalanine, of course caffeine and guarana,” White says. “There’s not enough research on how they’re going to react together, espe
