1Associate Professor, Bharati Vidyapeeth (Deemed to be University)Pune, Institute of Hotel Management & Catering Technology, Pune
2Student, Bharati Vidyapeeth (Deemed to be University)Pune, Institute of Hotel Management & Catering Technology, Pune
Online Published on 04 September, 2023.
India has witnessed a tremendous increase in the consumption of energy drinks and the ED market currently stands at 14 bn INR and is confident of future growth by targeting the millennia’s who are willing to try new beverages. (4) There is a lack of studies related to energy drinks- awareness, consumption patterns, reasons for consuming energy drinks, harmful effects and many other aspects in the Indian context. The current study is aimed at analyzing the awareness regarding energy drinks as well as the consumption habits of college going students.
Previous studies connected with the topic of study were reviewed to design a survey instrument. An online survey using google forms was used to gather data from 418 randomly surveyed students from the State of Maharashtra.
In conclusion of this research it was reported that there is high awareness among college going students regarding energy drinks with regards to content or the harmful effects. About 2/3rd respondents reported confusion whether energy drink is the same as soft drink or sports drink. There is not much difference in the respondent’s preference for energy drink with sugar or without sugar. 75% have tried energy drinks and 54% respondents choose to consume energy drinks in spite of reading composition and warning about possible health hazards. 44% respondents can be said to display responsible consumption behavior as they rarely or sometimes consume energy drinks. Mixing alcohol with energy drink is not very common. Majority of the respondents consumed energy drinks at night and for reasons such as parties, study and sports.
Energy Drink, Awareness, Consumption Habits, Reasons for consumption, Harmful effects
