About 71 per cent of adolescents in urban centres of India consume energy drinks which leads to seizures, diabetes, cardiac abnormalities and behavioural disorders, a recently-concluded survey by the Associated Chambers of Commerce and Industry of India (ASSOCHAM).
The statistics are shocking, as many children are becoming overly involved and obsessed by a wide variety of substances that promise to boost energy, appearance, performance, improved immunity and overall health.
Over 85 per cent of school and college students said these drinks are easily available easily available in retail stores, bars, pubs, etc.
A team from the ASSOCHAM Social Development Foundation (ASDF), which conducted the survey, interacted with about 2,500 adolescents in the age group of 14-30 years in major cities and states such as Delhi-NCR, Mumbai, Haryana, Kolkata, Bangalore, Chennai, Hyderabad, Ahmedabad, Chandigarh, Jaipur and Lucknow. The number of male and female respondents was roughly the same.
The survey on the increasing demand of energy drinks among youngsters was conducted in November 2012. The use of energy drinks increased with age, especially in boys, with almost 55 per cent of twelfth-graders consuming energy drinks to boost their game. Energy drinks have observed a growth of 45 per cent in Mumbai, 42 per cent in Bangalore and 40 per cent in Delhi in the past few months.
It revealed that the target buyers for energy drinks continue to be the young and working Indian population.
Energy drinks are non-alcoholic beverages containing stimulants such as caffeine, guarana, glucuronolactone, taurine, ginseng, inositol, carnitine, B-vitamins, etc. “These drinks contain high levels of caffeine, which stimulates the nervous system,” said B K Rao, chairman, ASSOCHAM Health Committee.
“These drinks include high levels of sugar and upto 270 calories in each bottle, in addition to potentially harmful levels of caffeine, which has been linked to seizures, heart problems and behavioural disorders,” he added.
Among 82 per cent of the teenage respondents admitted that they opted for energy drinks during exercise for extra energy, 61 per cent for better hydration and 40 per cent as they prefer the taste. “The consumption levels and situations in which people are consuming these energy drinks are worrisome,” Rao added.
“The Indian market for energy drinks has grown exponentially in the last decade. The primary targets of the industry’s marketing campaigns are young adults. As a result, school and colleges are frequent consumers of the products,” D S Rawat, secretary general, ASSOCHAM, said.
“The energy drink market in India is estimated at Rs 1,300 crore growing at a compound annual growth of rate of 30 per cent,” he informed.
“The survey highlighted that liquor sales are also facing the impact due to increase in consumption of energy drinks. Energy drinks have not only brought down the aerated drink business, but it has also now gradually started affecting the liquor sales,” Rawat pointed out.
According to the survey, currently two major brands dominate the energy drink segment in India, and this market seems to be increasing by 50 per cent per annum.
“Energy drinks are urban phenomena and supermarkets are the primary channels of their sales. Apart from retail sales, energy drinks are sold in bars and pubs along with alcohol,” it mentioned.
