Energy Drinks in Ireland – A Review
- Project start date: 12 September 2015
- Project status: Completed
- Project type: Nutrition
- Discipline: Food reviews
- Author/s: Safefood research
Research objective
To provide details on the current situation in Ireland with regards to
- The range of energy drink products available
- The caffeine and calorie content of energy drink products available
- The labelling and promotional practices used for energy drinks
- The consumption levels and use with alcohol
- To provide insights into public perceptions, and available health-related information.
Outputs
Research report
- Title: Energy drinks in Ireland: a review
- Publication date: 1 March 2016
- Summary: Caffeine is the main active ingredient in energy drinks and so it is the focus of this report.
- Findings:
- Energy drinks are freely available in Ireland today with 39 products on the market, in comparison to 10 products in 2002.
- Energy drinks that contain caffeine in excess of 150mg/l must be labelled “High caffeine content – not recommended for children or pregnant or breastfeeding women” in line with the EU Food Information Regulation.
- Available intake surveys give a very wide range of consumption rates (e.g. 8-30% adults and 1.6-68% teenagers) although they do point to a young predominantly male consumer.
- Consumer surveys report both positive and negative experiences when energy drinks are consumed and there is some confusion on the differentiation between energy drinks and sports drinks.
- Energy drinks contribute sugar and calories to the diet with little/no nutritional benefit, having sugar levels comparable with other soft drinks.
- The caffeine content of the standard 250ml can of energy drink is 80mg caffeine equivalent to 1.5 bottles (500ml) standard cola or 2 (200ml) cups of tea.
- The caffeine content of energy drinks has potential health issues. The European Food Safety Association (EFSA) advice for adults amounts to a maximum intake of 2½ x 250ml cans on a single drinking occasion for an adult (non-pregnant/breastfeeding). All sources of caffeine (energy drinks, coffee, tea etc.) need to be factored into the EFSA recommended daily safe limits for adults.
- Although there is survey data of energy drink consumption amongst adolescent children, EFSA did not have enough information to advise a safe limit of caffeine intake for children. Current labelling legislation does not require manufacturers to specify any age limit for “children” nor is there a requirement on retailers to check the age of purchasers.
- Consuming energy drinks as a mixer with alcohol is a common real-life practice which is associated with binge drinking as distinct from moderate consumption. Binge drinking is prevalent in young male drinkers in Ireland today.
- Marketing of energy drinks is targeted at active young people and relies heavily on new media and event sponsorship. It portrays an image rather than focusing on the nutritional contents of the product.
- Recommendations:
- An information campaign (with a large social media element) should be targeted at adolescents, young adults and students, focusing on a) calorie content, b) caffeine content, and c) the risks of mixing alcohol or other mood-altering substances with energy drinks.
- A cross-sectional study of attendances at accident and emergency and urgent care/minor injuries units should be considered to identify the burden of attendances associated with energy drink and alcohol consumption.
- Further research needs to be conducted into the effects of marketing of energy drinks and the “partying” and binge-drinking subculture and any associations with energy drink consumption in Ireland.
- A voluntary code on readable labelling of energy drink products should be introduced, with an addendum stating that these products are not suitable for rehydration and should not be mixed with alcohol.
- A voluntary code developed by retailers to encourage retailers to consider age at the point of purchase of energy drinks to avoid sales to children.
You can download the report below.
