WHAT ARE THE EXPECTATIONS OF CONSUMERS DRINKING ENERGY DRINKS?

Energy drinks are now an integral part of everyday life of consumers, especially teenagers. They are now consumed in the same way than conventional soft drinks.

Drinking some energy drinks, people are more looking for an excess in energy than salvage. We evolve in a society where the competitiveness has to be total and the performances fast. Indeed, we find this idea in lot of teenagers’ practices and consumptions, often in combination with alcohol. We observe, especially from young people, a desire to be always up and a taste for speed and intensity. Young people want to test their limits, surpass themselves and violate the forbidden! They see the drink as the magic potion that helps them, in everyday life, to be competent and competitive. It will give physical and mental power to everyone who would drink it. Young adults are consuming energy drinks in following the “always more” trend.

Surpassing oneself, transgression of the prohibition, performance… are the promises made ​​by brands!

Besides, an interesting analysis was made by the Professor Joan Sénéchal from the University of Montréal. According to him, the names of the energy drinks are revealing the values claimed by the brands. They could be divided in 5 categories:

–          Energetic explosion

–          Narcotics

–          Monstrosity

–          Apocalypse and war

–          Poison

According to the professor, these references remind the consumer the cruelty and dangerousness of the world he lives in. Energy side of these drinks would return the consumer to his human nature not adapted to the modern world as too slow and vulnerable. This fact makes these drinks indispensable weapons to survive in the society!