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Energy Drinks Aren’t Just For Athletes -- U.K. Study

October 24, 2011: 08:25 PM EST
A report from market researcher Mintel finds that 73 percent of Britons born in the 1990s – a group known as “Generation Z” – are heavy consumers of energy drinks, compared to only 31 percent of people over age 55. Nearly three quarters of 16- to 24-year-olds say they buy energy drinks because they like the taste, but 70 percent say it’s the energy boost that has them coming back for more. And though energy drinks are primarily marketed as a way to improve sports performance, only 59 percent of the Z crowd drink them for physical activity: 57 percent rely on them just to get through the day.
"Generation Zzz: younger consumers kept awake by energy drinks", Press release, MIntel, October 24, 2011, © Mintel
Vitality & Better Living
United Kingdom
Market News
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