05 February 2016
250 milliliters Red Bull cost more than twice as much as the same amount of Coke. Photo: imago / Sven Simon
Energy drinks are not harmless fun. But the dangers are ignored. Now the call is increasingly louder after sales restrictions.
halsbrecherisch down heat a mountain by mountain bike. perform spectacular jumps with the skateboard. And then an energy drink. How the advertising of beverage companies, with which they drive the sales of lifestyle beverage to ever new heights. But scientists warn that the sweet potions are quite dangerous for young people. The call for selling restrictions is louder.
In any well-stocked beverage market, the customer can choose between good a dozen products, which is characterized above all: a high caffeine content. Both the market share and the quantities of energy drinks sold are rising steadily. 2014 there were 290 million liters. According to the market research company, sales have climbed further last year, rising by 4.3 percent. Energy drinks are thus among the group of beverages with the highest growth rates – and this trend will continue for some years to
The stimulant in doses are extremely interesting for manufacturers.. They give the profits wing. Yields have Experts estimate compared to other beverage categories extremely high: 100 euros sales remain 15 to 20 left over as profits. This is possible because the ingredients – water, sugar, flavorings, caffeine – are cheap and the cans sold expensive. 250 milliliters Red Bull cost more than twice as much as the same amount of Coke.
How is enforceable in the market? With a huge advertising and marketing machinery. Red Bull is one third of the turnover for marketing. The company advertises with mountain bikers and snowboarders, racers and skateboarders – everything is fast, dynamic and dangerous. This applies in variants also for competitors
The manufacturers have so sweet caffeine mixtures positioned as a potion that is especially appealing to young males who apparently believe to be male by Energy Drinks -. It suggests at least one recent study from the University of Akron and the Texas Tech University
.
Excessive consumption
But the Energy drinks provide not only feel good, they also involve risks. Several research institutes have demonstrated the harmful effects as previously only the renowned Mayo Clinic in the United States: A drunk large can (480 ml) quickly, the blood flow increases significantly and makes the adrenaline rise sharply. This increases the risk for cardiovascular disease. The consumer organization Food Watch warns that energy drinks with cardiac arrhythmias, seizures and renal failure have been associated -. Especially when consumed by young people in large quantities, with just exertional, ie sports, the risks are expected to rise significantly again
the society of European pediatric cardiologists reported in the previous year by an increasing number of patients who are admitted to the excessive consumption of energy drinks to the hospital. A study by the European Agency for Food Safety Authority (EFSA), according to drink two-thirds of all young people between eleven and 17 years habitually energy drinks. A quarter of empties normally in a session the contents of three or more doses. Thus, as recommended by the EFSA limit is exceeded by 200 milligrams of caffeine. The World Health Organization warns of health risks and the “aggressive marketing”, which was directed in particular at young males.
Latvia has now taken action to Lithuania is the second EU country and the sale of energy drinks prohibited to minors. But the government wants to know anything. Instead, you want to start a funded with around EUR 100 000 of taxpayers’ money education campaign in the fall. The Consumer Federation, the pediatric cardiologist and Food Watch is not enough.
“Federal Food Minister Christian Schmidt is on the wrong track when it on Enlightenment sets alone,” says a Food Watch spokesman. There need to protect minors effective age limits.
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