There is a massive increase in the number of products on sale compared with 2002 and some brands containing up to 16 teaspoons of sugar, according to a report by safefood into Energy Drinks in Ireland.
It also found that some brands cost less than €0.50 (US$0.56) a can.
Males aged 15-24 were the highest consumers of energy drinks (64%) and 54% of those who consumed energy drinks have them at least once a week or more frequently.
“It’s really remarkable that these products are so prevalent and together, energy drinks and sports drinks now comprise more than 20% of the soft drinks market in Ireland,” says Dr Cliodhna Foley-Nolan, director, Human Health & Nutrition.
“Consumption can have health consequences because of their sugar and caffeine content.”
“A typical small 250ml can has six teaspoons of sugar that is equivalent to a full chocolate bar,” she says.
“The caffeine content is high and drinking two small cans and one small espresso of coffee drives an adult’s daily caffeine intake above recommended levels.”
“In addition, the use of energy drinks as a mixer with alcohol among young adults also has consequences in the context of Ireland’s current binge–drinking culture.”
“safefood’s position continues to be that these drinks are not recommended as a mixer for alcoholic beverages but this is now common and part of the binge drinking culture prevalent particularly amongst our 15-24 year olds.”
“Mixing an energy drink which is a stimulant, with alcohol which is a depressant, is like driving a car with your feet on the accelerator and brake pedals at the same time; it stimulates a person so they actually end up drinking for longer as they may not be aware how drunk they really are,” says Operation Transformation’s GP Dr Ciara Kelly.
While the majority of energy drink brands surveyed in the report comply with current labeling legislation, specific health claims are still made such as “contribute to the reduction of tiredness and fatigue”.
Brands also make references to their appeal among “top athletes, students” and “in highly demanding professions”.
The report found that the average price of an energy drink in Ireland was €1.09.
However this cost ranged as low as €0.49 cent with supermarket own-brands being cheaper than branded products.
The leading brands are also supported by extensive promotional campaigns particularly on digital and social media, with many brands hosting dozens of dedicated Twitter and Facebook accounts and marketing campaigns aimed specifically at active young people with a focus on high adrenalin activities and music.
