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College Energy Drink Consumption

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on 11 April 2013

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Transcript of College Energy Drink Consumption

Energy Drink Consumption
in College Students HLT 3300 Kyle Cantu, Jessica Dearbonne,
Tiffany Garrett, Morgan Mills,
Angela Tran, & David Wycoff Energy Drink Ingredients Popular Energy Drinks History & Media History & Media 1987 2002 "RED BULL GIVES YOU WINGS" 2001 "UNLEASH THE BEAST" "THROTTLE IN A CAN" 2004 "PARTY LIKE A ROCKSTAR" "HOURS OF ENERGY NOW, NO CRASH LATER" "LIVE LIFE HOW YOU WANT" Energy drink sold by Red Bull GmbH in 1987 and is the most popular energy drink in the world.

Red Bull is sold in a slim can and sold 4.6 billion in 2011.

There are TV and radio commercials that run frequently along with sports team and celebrity endorsements. RED BULL ENERGY DRINK Motor Sports
Moto GP
Mountain bike
Trail biking
Snowboarding ROCKSTAR ENERGY DRINK Created in 2001 based in Las Vegas, Nevada
By 2007, Rockstar was in the top three energy drink brands in North America.

In 2008, this drink was the leading energy drink brand. Rockstar launched into the fastest growing segment in the US beverage market for energy drinks.

Rockstar was marketed, “twice the size of Red Bull (the market leader) for the same size” Red Bull 8oz can; Rockstar 16oz can.

Rockstar sponsors action sports and music events including the Mayhem Festival and the Uproar Festival. MONSTER ENERGY DRINK
Launched by Hansen Natural in 2002.

One of the first to be marketed in an 16oz can.

In 2012, Coca Cola became Monster's distributor.

Monster is not widely advertised on local media like TV, radio, or internet but mainly through sporting event sponsorships. 5-HOUR ENERGY SHOT The 2-ounce shot was introduced in 2004 by Living Essentials.

Advertisement for this energy shot includes information about being sugar or stimulant free.

Product is advertised in TV commercials and on grocery store stands. NOS ENERGY DRINK FULL THROTTLE ENERGY DRINK Produced by the Coca-Cola Company was introduced in 2004.

Sometimes distributed in a bottle to look like a Nitrous Oxide cartridge used in automobiles to create an extra boost of horsepower.

This packaging symbolizes the burst of energy you will get by drinking it.
Produced by Coca-Cola debuted in 2004 in North America.

“No Choke Mixture” was a slogan used to advertise that the flavor of this energy drink the consumer would not have to force down.

Full Throttle accounts for 7.8% of the energy drink market.

Known for its sponsorship of the National Hot Rod Association competitions from 2008 to 2012. NASCAR



Cell Phones

MMA (GSP) Motor Sports
Monster Truck
Action Sports
Pro Bull Fighting Does not sponsor
as many sports as
Monster, Red Bull,
Rockstar, and
5-Hour energy.

NHRA Drag Racing Series NASCAR/Racing


Golf Action Sports
Motor Sports
Rally 1. I am a
a.) Male
b.) Female 2. I am classified as a
a.) Freshman
b.) Sophomore
c.) Junior
d.) Senior
e.) Other 3. Do you currently consume any beverages that claim to increase energy?
a.) Yes
b.) No 4. If yes, what is your “energy drink” of choice?
a.) Monster
b.) Red Bull
c.) Nos
d.) Full Throttle
e.) 5 Hour
f.) Rockstar
g.) Other 5. Why do you drink “energy drinks”?
a.) Late-night studying/classes
b.) Early-morning studying classes
c.) Late-night job
d.) Early-morning job
e.) To start the day
f.) I enjoy the taste 6. How many “energy drinks” do you consume each week?
a.) 1-3 per week
b.) 4-6 per week
c.) 7-9 per week
d.) 10 or more per week 7. Would you say you experience a “crash” after consuming the “energy drink”?
a.) Yes
b.) No How much is too much?
Male 57%
Female 43% Pros & Cons Is it worth it? PROS CONS Easily accessible
Convenience;” drink on the road, during lectures & study sessions, at work, while doing sports, playing video games, or going out day and night” (Red Bull website)
More energy
Physical exercise and athletic performance enhancement
Improved aerobic endurance and anaerobic performance
Better alertness, attention, concentration
Improved mood, decreased stress
Weight loss Increased number of emergency room visits
2005: 1,128 ER visits were associated with the use of energy drinks, 2009 13,114, 2008 more than 16,000 ER visits linked to energy drinks (WebMD)
A woman died after consuming two 24 oz Monster Energy Drinks in two days.
5 deaths and one non-fatal heart attack has occurred from Monster Energy Drink consumption since 2004 (Food Safety News) Psychological Factors Addiction, Dependency, and Risk WHAT'S
ENERGY DRINK? SUGAR GUARANA CAFFEINE B-VITAMINS TAURINE About 8-10 teaspoons in the average drink, same as can of coke
In combination with caffeine gives initial burst of energy, followed by sudden drop in blood sugar levels
Known as a “crash”
Left feeling tired, sluggish Energy drink content is not FDA regulated
High doses negatively affect concentration, attention, irregular heartbeat, nausea, restlessness, headache, dehydration (especially if taken before or during exercise), “the jitters”
More pronounced effects in those with lower body weight or those who are caffeine sensitive Highest amounts found in lesser known brands such as:
Boo-Koo Energy (360mg in 24oz)
Wired X344 (344 mg in 16 oz)
Fixx (500 mg in 20 oz) Crash When the Energy Runs Out Alcohol & Energy Drinks What happens when they mix? Survey In-Class & Amongst College Students DRINK WATER
to help flush the
caffeine out of your system. How to prevent
to help circulate
your blood. SLEEP
to boost your energy and promote clear
Try natural energy boosters and avoid processed foods. READ THE LABEL
and only consume the recommended serving size. DO NOT MIX
alcohol with
energy drinks. $2.68 $2.99 $2.39 $2.48 $2.39 $1.99 Amino acid found in our bodies, believed to enhance caffeine's effects
Helps regulate heartbeat, muscle contractions, energy levels
Research on its positive as well as negative effects is limited, but Taurine is the reason Red Bull has not been accepted in many countries
Red Bull sales are illegal in Canada; Though Red Bull’s manufacturer claims Taurine’s role is simply “flavor enhancer” Our body usually replenishes its own supply of Taurine, typical intake per day is 60mg
Red Bull (1,000mg in 16 oz.)
Monster (2,000mg in 16 oz.)
Rock Star (1,894 mg in 16 oz.) B6 (Pyridoxine)
Helps process nutrients, CNS, skin, and digestion
1.7 mg-2.4 mg
B12 (cyanocobalamin)
Maintains nerves and RBC
2.4 mcg-6 mcg
B6 and B12 don’t absorb well when taken orally; amounts in energy drinks likely to have little to no effect A shrub that grows in South America
3.6%-5.8% of the plants weight is caffeine
Used as both a stimulant and flavoring
1 gram of Guarana contains as much caffeine (40 mg) as a medium strength cup of coffee The CRASH Late-night studying/classes 24%
Early-morning studying/classes 13%
Late-night job 5%
Early-morning job 7%
To start the day 12%
I enjoy the taste 21%
Other 18% Monster 28%
Red Bull 19%
Nos 3%
Full Throttle 2%
5 Hour 10%
Rockstar 2%
Other 36% Freshman 11%
Sophomore 7%
Junior 42%
Senior 38%
Other 3% Yes 65%
No 35% 1-3 per week 78%
4-6 per week 18%
7-9 per week 1%
10 or more per week 3% Yes 23%
No 77% Consuming Energy Drinks with Alcohol Energy drinks mixed with alcohol lessens subjective sense of intoxication

Leads to increased alcohol consumption without feeling as intoxicated

Alcohol induced fatigue that would usually limit further alcohol intake is masked by caffeine in the energy drink Drinknation.com alone has 201 recipes mixing Red Bull with an alcoholic beverage

Alcohol (depressant) combined with caffeine containing energy drink (stimulant) worsens typical risks of alcohol consumption

Being taken advantage of sexually, taking advantage of another sexually, riding with an intoxicated driver, physical injuries QUESTIONS Caffeine is a stimulant class drug and is one of the primary psychoactive ingredients in energy drinks

Effects CNS and behavior through manipulation of neurotransmitters
1) Adenosine Antagonists:
inhibit the effect of adenosine, causing increased release of neurotransmitters in brain (including Dopamine and Serotonin)
2) Dopamine:
active agent in brain’s reward/pleasure centers
common component of addiction/learning
3) Serotonin:
active in mood regulation, learning, and sleep
4) Acetylcholine:
active in attention and arousal
5) Noradrenaline:
caffeine is quickly and easily processed into the blood stream->CNS
explains quick “rush” after ingestion of energy drinks Major Criteria for addiction liability:
1) Psychoactivity- clear evidence for caff
2) Drug-reinforced behavior- dependent on dose
3) Compulsive use-clear evidence for caffe

Other minor criteria for addiction liability:
4) Tolerance development
5) Physical dependence
6) Recurrent, intense desire for the drug
(4-6 typically seen in habitual caffeine users)

Empircal evidence for addictive qualities of caffeine, although concrete number of addicted is unknown

the brain’s ability to change/adapt to different stimuli.
can be seen in addiction: wherein an overabundance of neurotransmitter (e.g. dopamine) in the brain will eventually cause it to generate more receptors for this neurotransmitter.
This can cause withdrawal too, because the brain becomes expectant of the high level of neurotransmitter with continued use of the drug. Once a drug is no longer used, the excess receptors become starved- which can cause withdrawal symptoms. Caffeine-related withdrawal may be responsible for maintenance of use (avoid the crash, headache, etc)

Consistent use of caffeine may cause adenosine receptors to increase in number and thus sensitivity to adenosine
This may cause headache and fatigue (withdrawal symptoms)

Energy drink use can cause insomnia

The three main ingredients found in most energy drinks,caffeine, taurine, and glucuronate, demonstrated positive effects on cognitive performance and mood.

Frequency of energy drink consumption was positively associated with problem behaviors, particularly among Caucasian students.
Across both races studied (African American and Caucasian), the increased problem behaviors exhibited were in the domains of sexually risky behaviors, marijuana use, fighting, and failure to use seat belts.
Among Caucasian students, there was an additional association between frequency of energy drink consumption and prescription drug abuse, alcohol abuse, and cigarette smoking.
Consumption of alcohol and energy drinks together increased the chances of nighttime risky behavior such as drinking and driving
The psychological effects of energy drinks could be dose dependent.
Long-term caffeine use may result in psychological dependence Caffiene & The Brain Caffiene & Addiction Research Suggests
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