Energy Drinks Is Dying – And Where New Brands Are Finding 

 


Energy drinks first hit the market in post-World War II Japan and were popular with truck drivers and shift workers who relied on the explosive mix of caffeine, vitamins and sugar to stay awake.

By the end of the 1980’s, thanks to clever marketing, one energy drink originally known as Krating Daeng, changed its name to Red Bull and took Europe by storm. It became an overnight sensation, leading the field for energy drinks. The brand is now worth a staggering £11 billion dollars. But as the craze grew so did the list of ingredients as big companies added supplement after supplement to make their drinks stand out on the shelf.

However, I have seen a massive change in this market over the past few years with consumers now shunning the old-style chemical-based drinks in their droves and choosing instead the rapidly growing natural plant-powered alternatives.

Old-style energy drinks are just not good for you. It’s as simple as that. They provide a short, sharp, fix and for sure they do keep us alert and focused but the payback for that is we are way over-caffeinating and opening up the floodgates for all the problems that are associated with that.

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