The typical consumers of energy drinks are young adults. Many young adults (and children) consume energy drinks before or during sporting events, believing that the drink will increase their energy levels. Some people also consume energy drinks for a lift while they are working or when they go out.
In Australia, the consumption of energy drinks is increasing rapidly with their growing popularity. These drinks usually contain:
- Caffeine (ranges from 30mg/250ml to 150mg/250ml, depending on the brand);
- Guarana (a caffeine extract from the South American plant Paullinia Cupana);
- Sugar (in higher quantities than sports drinks);
- Protein (the amino acid taurine is often added to these drinks); and
- Vitamin B.
The high caffeine content of energy drinks relative to other foods and beverages containing caffeine is of concern. Some energy drinks contain more than twice the caffeine content of cola-drinks.
The consumption of energy drinks as if they are soft drinks or water is also a concern. Some studies have found that young people find the labels on energy drinks confusing. The maximum recommended daily dose as given on the containers, is usually between two and five cans.
However, some people think that they need to drink this much to obtain the maximum benefit, rather than seeing this as upper limit for use. Consuming greater quantities of these drinks increases the risk of unpleasant health effects.