With energy drinks, caffeine and other stimulants consumption on the increase, are re we turning into a sleep deprived overworked society?
With the latest revelations about The AFL’s acceptance of caffeine loading by AFL players, is this setting a good example for those who look up to these players for inspiration.

Unfortunately energy drinks represent the strongest beverage growth segment worth a staggering $593 or 23% of the impulse market in 2009, with only soft drinks representing occupying the number one spot for highest market share according to Neilsen data

Just look at the growth in coffee on recent years, the good old international roast has been replaced with a cappuccino or latte on the way to work. Even McDonalds, not to miss out on the coffee revolution has European style coffee at there drive throughs and restaurants. (I’m yet be be convinced you can produce a great coffee from a manual)

The most disturbing trend are the number of children consuming energy drinks like there having a soft drink. Suddenly the regular 250ml energy drink such as V and Red Bull has grown in size.
Not to be out done Coke Cola released there own brand called “Mother” to appeal to the youth market, with a mega can at 500ml at a whopping 32mg caffeine per 100ml or 160mg of caffeine.

The real concern is that consuming this level of caffeine on a regular basis is not great for your health. The promotion of these products are so wide spread that even when you fill up at your local petrol station there are advertisements for these types of products.

The most disturbing part of our over reliance on stimulants is why.
Are we trying to gave it all, family life, friends, the McMansion, all the conveniences of modern life, mobile phones, home computers, video games, Internet accounts, stuff, new cars, long stressful hours in the office to pay for this stuff or the time spent using these new acquisitions.

Well something has to give and it’s your health, so are we on stimulant over consumption mode to squeeze more onto the day?

This entry was posted on Monday, July 19th, 2010 at 11:48 am by Andrew Talati and is filed under Nutrition.

Tags: Health Concerns, Health issues, Work/Life Balance

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