Pat Wellenbach/AP

Energy Drinks Popular with Caffeinated Moms

June 26, 2008 09:01 AM
by Liz Colville
A diverse selection of caffeinated beverages, including coffee, energy drinks, and soda, are keeping busy moms moving.

30-Second Summary

CNN suggests it may be moms who are helping to boost thee recent surge in sales of caffeinated beverages, particularly energy drinks.

Overall sales of caffeinated beverages, including relative newcomers like the energy drink Rockstar, climbed steadily in 2007, with sales of Rockstar up by 38 percent and Red Bull reporting a 19 percent increase, according to Beverage Digest.

A study by the National Sleep Foundation found that nearly 65 percent of moms drink the caffeinated beverages just “to get through their day.” These drinks contain a substantial amount of caffeine—up to 360 milligrams, which is twice the amount in a tall Starbucks coffee.

The energy drink industry is starting to branch out from the initial “bad boy” model of products like Monster Energy Drink, appealing to a wider range of beverage drinkers, including women. Companies are aiming to present themselves as makers of “smart” drinks that more mature consumers can appreciate.

Researchers have contradictory views on caffeine’s health effects.

Recent studies suggest caffeine consumption wards off killers like dementia, some cancers and heart disease, but another study points to an increased risk of miscarriage among pregnant women drinking two to three cups of coffee a day.

Moderation seems to be key, though cardiologist Allen Dollar told CNN that many typical, worrisome side effects of caffeine, such as jitters, nervousness and palpitations, “are very short-term effects and have no long-term consequences whatsoever.”

Headline Link: ‘Caffeinated moms drink up to keep up’

Background: Energy drinks take off

Opinions & Analysis: Pros and cons of caffeine consumption


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