Marketing and sponsorship of sports events certainly prove that energy drink products successfully enter the consumer market, especially teenagers and young adults. Regulations and legislation have been unclear on the labeling, packaging, and advertising of the consumer section. The abated trend alarms the market study to realize consumers’ unawareness of what is the ingredient containing in different drinks.
Research showed in Australia, the energy drinker consumers between the high school ages are not aware of what they are drinking and how their health effects by the contribution. The university research team finds the reasons may be from the advertising and labeling for the lack of information and education.
The conclusion of the research proposes to be restricting the marketing on energy drink sector tighter, such as:
- set the legal age to purchase energy drink to the age of 18 and plus;
- advertise the risk of the products on children and young adults;
- clearly state the ingredients in the drinks.
The improvements are to educate the consumers properly to be aware of the risk-related factors. As well as the external influences such as parent’s disapproval and social media, the knowledge of proper consumption in energy drinks may lay on the responsibility of such sources.
