History of Energy drink in Timeline
Energy drinks are beverages designed to increase mental and physical stimulation. They typically contain caffeine and may be carbonated or non-carbonated. Additional ingredients can include sugar, sweeteners, or herbal extracts.
1949: Dr. Enuf Release
In 1949, Dr. Enuf, an "energy building" soft drink containing caffeine and B vitamins, was created in the United States. This marked an early attempt at creating a beverage with energy-boosting properties.
1962: Lipovitan D Introduction
Considered by some as the birth year of the modern energy drink, 1962 saw the introduction of Lipovitan D in Japan. This "energizing tonic," produced by Taisho Pharmaceutical, was initially targeted towards workers with long shifts.
1997: Denmark Bans Red Bull
Citing concerns over added ingredients like B vitamins and high caffeine levels, the Danish Veterinary and Food Administration imposed a ban on Red Bull in 1997. This decision reflected a stricter approach to regulating beverages marketed as functional drinks.
1997: Red Bull Enters the US Market
Red Bull, developed by Austrian entrepreneur Dietrich Mateschitz, was introduced to the US market in 1997. The drink, inspired by the Thai drink Krating Daeng and ultimately Lipovitan, would go on to dominate the US energy drink market.
2000: India's FSSAI Sets Limits on Energy Drink Ingredients
In 2000, India's Food Safety and Standards Authority (FSSAI) established regulations for energy drink manufacturing, packaging, labeling, and sales, including limits on ingredients like taurine, D-glucuronic-Y-lactone, Inositol, and pantothenic acid.
2001: UK Committee Investigates Red Bull Safety
Following growing concerns surrounding the safety of energy drinks, the UK's Committee on Toxicity conducted an investigation into Red Bull in 2001. While the committee concluded that the drink was safe for consumption, it issued a warning against its use by children and pregnant women, acknowledging the potential risks associated with specific demographics.
2002: Monster Energy Launch and Company Name Change
The energy drink market saw the introduction of Monster Energy in 2002, launched by Hansen Natural Company. The popularity of Monster Energy led to a significant change for the company as it rebranded to Monster Beverage Corporation, reflecting the drink's success.
2004: EU Court Lifts Energy Drink Ban
A ban on energy drinks faced legal challenges and was ultimately overturned by the European Court of Justice in 2004. This decision highlighted the complexities of regulating the sale and distribution of energy drinks within the EU.
2004: The Rise of Energy Shots
Branching out from the larger energy drinks, 2004 marked the debut of the energy shot in the US market, with 5-Hour Energy as an early example. This new format catered to consumers who preferred a smaller, more convenient energy boost.
2005: Red Bull's Market Dominance
By 2005, Red Bull had captured approximately 47% of the US energy drink market share, solidifying its position as a leading brand in the industry.
2007: Energy Drink Powders and Tablets Emerge
Further diversifying the energy drink market, 2007 saw the introduction of powdered and effervescent tablet forms of energy drinks. These formats provided consumers with the flexibility to create their own energy drinks by adding water.
May 2009: Norway Legalizes Red Bull Sales
After initially banning Red Bull due to its high caffeine and taurine content, Norway lifted the ban in May 2009. The reversal came after recognizing the conflict with the European Economic Area's free competition laws. However, the Norwegian version of Red Bull features reduced vitamin B6 levels.
2009: Colombia Bans Energy Drink Sales to Minors
Demonstrating a commitment to protecting the well-being of young people, Colombia enacted a law in 2009, prohibiting the sale and marketing of energy drinks to individuals under the age of 14. This decision fell under the purview of the Ministry of Social Protection.
2009: Denmark Adjusts Energy Drink Regulations
In 2009, Denmark revised its regulations on energy drinks, raising the permissible caffeine limit to 320 mg/L and approving ingredients like taurine and glucuronolactone. These changes effectively legalized energy drinks in the country.
2009: Schools in England Restrict Energy Drink Sales
In 2009, schools in Hove and Oxted, England took measures to curb students' energy drink consumption due to concerns about their impact on concentration. These measures included requesting shops to refrain from selling these drinks to students and even banning their consumption on school grounds.
2010: Ban on Caffeinated Alcoholic Drinks in the US
The US implemented a ban on caffeinated alcoholic drinks in 2010, targeting products like Four Loko and Joose. This decision stemmed from concerns over the potential health risks associated with combining caffeine and alcohol.
August 2012: "Energy Drink" Enters the Dictionary
In a testament to the widespread use and recognition of energy drinks, August 2012 marked the inclusion of "energy drink" in the Merriam-Webster's Collegiate Dictionary.
November 2012: Chechnya Considers Banning Energy Drinks
Citing concerns about the potential harmful effects of energy drinks, President Ramzan Kadyrov of Chechnya initiated efforts in November 2012 to develop a bill banning their sale within the republic. The move came amidst reports of health issues attributed to energy drink consumption, with Kadyrov labeling them as unacceptable in a Muslim society.
2013: Energy Drink Rebranding in the US
In 2013, some US energy drink brands, including Monster Energy and Rockstar Energy, reportedly started rebranding their products as "drinks" instead of "dietary supplements." This change meant they were no longer subject to FDA reporting requirements for deaths and injuries but had to list ingredients on cans.
March 2014: Energy Shots Gain Popularity
In March 2014, media reports highlighted the growing popularity of energy shots, attributing their success to the pre-existing energy drink market. The smaller format appealed to a broader demographic, including white-collar workers who might not prefer the larger energy drinks.
November 2014: Lithuania Becomes First EU Country to Ban Energy Drink Sales to Minors
In a landmark decision, Lithuania became the first European Union country to implement a complete ban on energy drink sales to individuals under 18 in November 2014. This move was driven by research highlighting the concerning popularity of energy drinks among minors in the country.
June 2016: Latvia Bans Energy Drink Sales to Minors
Latvia took action to regulate energy drink access in June 2016, banning the sale of energy drinks containing caffeine or stimulants like taurine and guarana to individuals under 18. This decision aimed to safeguard the well-being of young people.
2017: Global Energy Drink Sales and Industry Adaptations
The global energy drink market reached approximately 44 billion euros in sales in 2017. Recognizing evolving consumer preferences, manufacturers began modifying their products. This included reducing sugar and calorie content, lowering caffeine levels, using organic ingredients, introducing exotic flavors, and incorporating mood-altering ingredients.
January 2018: UK Supermarkets Restrict Energy Drink Sales to Minors
In January 2018, many UK supermarkets stopped selling energy drinks containing over 150 mg/l of caffeine to under-16s.
January 2019: Uzbekistan Imposes Restrictions on Energy Drinks
In January 2019, Uzbekistan implemented a law restricting energy drinks to protect youth, including prohibiting sales to those under 18 and advertising on TV, radio, and in publications aimed at children and adolescents.
2019: UK Government Plans to Ban Energy Drink Sales to Minors
Following supermarkets' restrictions, the UK government planned in 2019 to ban all sales of energy drinks to minors.
2019: Norway Considers Age Restrictions on Energy Drinks
Responding to growing concerns over energy drink consumption, the Norwegian Food Safety Authority initially recommended implementing an age limit on energy drink sales in 2019. This marked the beginning of ongoing discussions about regulating energy drink access in the country.
2022: UK Government Scraps Plans to Ban Energy Drink Sales to Minors
In 2022, UK Health Secretary Sajid Javid reportedly scrapped the plans to ban energy drink sales to minors.
February 2023: Bridgetown, Australia Restricts Energy Drink Sales to Minors
Taking a significant step towards regulating energy drink consumption among young people, Bridgetown in Western Australia became the first Australian location to implement a four-month ban on energy drink sales to individuals under 18 years old in February 2023.
January 2024: Energy Drink Ban for Minors Implemented
Effective January 1, 2024, a complete ban on energy drink sales to individuals under 18 years old came into effect. This strict measure reflects a commitment to protecting the health and well-being of young people.
2024: Debate Over Energy Drink Age Limits Continues in Norway
As of 2024, the debate surrounding energy drink age limits persists in Norway. While the Food Safety Authority has expressed reservations about the effectiveness of such a measure, the Norwegian Consumer Council continues to advocate for its implementation. Notably, a significant portion of the Norwegian population supports restricting energy drink sales to minors.
2024: Denmark Issues Energy Drink Consumption Advice
While energy drinks remain legal in Denmark, the Danish Veterinary and Food Administration continues to advise against their consumption by children in 2024. The agency recommends limited intake (250 mL per day) for individuals between 15 and 17 years old, assuming no other sources of caffeine are consumed.