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Energy Drinks Battle Dark Cloud, Try to Remain Beverage Bright Spot
And that’s already having a negative impact on the category. In recent weeks, 27% of consumers have stopped or reduced their usage of 5-Hour Energy, with 10% saying it was because of the news and 26% citing health or concerns over side effects. Meanwhile, 20% of consumers said they had stopped or reduced their usage of Monster, with 7% citing the news and 36% blaming health and side effects.
“It’s early days. The news is still evolving on a daily basis,” Mr. Pecoriello said at a Beverage Digest conference last week.
Energy drinks and shots, which racked up nearly $7 billion in sales last year, aren’t just on fire– they’re under fire. And two marketers in the middle of the firestorm are responding in distinctly different ways, but with the same purpose: to protect brands dominant in a lucrative and fast-growing beverage segment.
The Food and Drug Administration said it will consider asking companies to disclose the amount of caffeine in food products, as well as imposing limitations on the products’ use and warnings about possible side effects. That comes in the wake of an investigation into five deaths that could be linked with Monster Beverage’s energy drinks, and 13 deaths that could be tied to 5-Hour Energy, the popular energy shots.
Bill Pecoriello, CEO of Consumer Edge Research, said roughly 65% of all teens and adults are aware of the recent news surrounding deaths that could be linked to energy drinks. Seventy-nine percent of those who are aware of the reports say they believe or somewhat believe them.
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