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2022 Consumer Checkpoint: Behaviors + Trends of Energy Drink Consumers
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"2022 Consumer Checkpoint: Behaviors + Trends of Energy Drink Consumers"

From shopping habits to taste preferences, dig into the most exciting wine insights of 2022.

The energy drink, as we know it today, has gone through an impressive transformation. 

While the modern energy drink was originally created in post World War II Japan for blue collar workers that needed an extra caffeine boost during long shifts, the beverage category didn't become popular until the 1980s after an Australian marketing executive partnered up with the owner of Thailand's Krating Dang (known today as "Red Bull") to bring its drink to the masses.

With a little extra sugar, and even more caffeine, the rest was history. By the late 1990s, Red Bull was a hit in America and the energy drink craze took off everywhere. 

Now associated with college students desperate to stay awake, what is it about energy drinks that has contributed to its tremendous 42% market growth in the last two years? Why do consumers like them so much? How do preferences differ in the U.S. versus the U.K.?


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