Motivations for Energy Drink Consumption

There is evidence across several studies of a link between functional motivations, sociocultural influences (e.g., peer pressure), and ED consumption. Functional motivations, such as improved concentration and academic performance support, have been reported in 37 studies [4]. In the review, 21 studies reported staying awake or alert, and 18 studies linked use to physical activity/sports as their functional motivation for consumption. The analysis also provides strong indirect evidence of ED consumption being associated with alcohol intake, e.g., mixing EDs with alcohol (reported in 16 studies) and other risk-taking behaviours e.g smoking (reported in 11 studies) [4]. A caffeine motives questionnaire highlighted that secondary motives for women to consume caffeinated drinks are weight control (diuretic effect), whereas for men, it is mostly convenience, which again raises concerns about product advertising and marketing [6]. The marketing of EDs targeting young people can strongly influence attitude and decision-making, which also contributes to increased consumption. The use of peripheral cues, such as celebrities and athletes, and persuasive psychological strategies promotes expectancy beliefs. That’s why 43.5% of ED advertisements feature sports and associate consumption with excitement, risk-taking, and success. Portraying ED consumption as a socially desirable behaviour reinforces these expectancy beliefs further [7].

The Biochemistry behind Energy Drinks

The biochemical composition of EDs is complex, but understanding the chemistry underlying caffeine and other bioactive compounds is essential. One of the necessary ingredients in EDs, caffeine, is a naturally occurring alkaloid with a hydrophobic (water-hating) structure that promotes rapid diffusion across plasma membranes. This ingredient is rapidly absorbed in the gastrointestinal tract, initially decreases heart rate, and efficiently crosses the blood-brain barrier. This allows effects on the central nervous system, which explains the immediate, noticeable cognitive effects, e.g., rapid onset of increased alertness and decreased fatigue [8]. Another common ingredient found in high concentrations in EDs is taurine, a sulfur-containing amino acid needed for calcium regulation and membrane stabilisation. There have been concerns raised regarding the combined effects of caffeine and taurine, despite taurine being safe at typical intake levels. Guarana, another alkaloid and natural additive, provides a lengthier stimulatory effect through slower release due to its insolubility in water [9]. There are high levels of vitamin B in EDs, which help with energy production through metabolic pathways. As most people meet their daily requirements through their diet, questions have been raised about its functional benefit. Moreover, plant-based compounds such as ginseng and yerba mate contribute to physical endurance and metabolic and antioxidant benefits, respectively, with their long-term effects still under study. The compounds present in EDs have individual biochemical roles, but their combined effects lack comprehensive long-term evidence, raising the potential for adverse effects, particularly among young adult consumers with high or repeated consumption patterns [9].