Children and young people’s perceptions of energy drinks: A qualitative study

Abstract

BackgroundConsumption of soft drinks is declining in many countries, yet energy drink sales continue to increase, particularly amongst young consumers. Little is currently known about the drivers behind these trends. Energy drinks are high in sugar and caffeine, and evidence indicates that regular or heavy use by under 18s is likely to be detrimental to health. This study aimed to explore children and young people’s attitudes and perceptions in relation to energy drinks in a UK context.MethodsEight focus groups were conducted with pupils aged 10–11 years (n = 20) and 13–14 years (n = 17) from four schools in northern England. A sub-sample also took part in a mapping exercise to generate further insights. Data were analysed using the constant comparative approach.ResultsEnergy drinks were reportedly consumed in a variety of public and private places, generally linked to social activities, sports and computer gaming (particularly amongst boys). Participants demonstrated strong brand awareness and preferences that were linked to taste and perceived value for money. The relatively low price of energy drinks and their widespread availability were identified as key factors, along with gendered branding and marketing. Some participants demonstrated a critical approach to manufacturers’ claims and many were keen to become better informed, often through school- or peer-based interventions. Other potential interventions included age restrictions, voluntary schemes involving retailers and improved labelling.ConclusionsThe lack of a single dominant factor in participants’ consumption choices suggests that there is unlikely to be a ‘silver bullet’ in attempting to address this issue. However, the findings provide support for policy-level interventions that seek to change the behaviours of manufacturers and retailers as well as consumers, and actively involve children and young people where possible.

Exposure to Caffeinated Energy Drink Marketing and Educational Messages among Youth and Young Adults in Canada

“…Recent Canadian research showed that Red Bull Energy Drink is one of the top five most frequently advertised food and beverage products on children’s and teens’ favorite websites [12]. Further, qualitative research in the UK found that respondents aged 10–14 identified a wide variety of media through which they were targeted with CED promotional messages, including the internet, TV, computer games, bus stop advertisements, supermarket promotions, and sponsorship of sports or other events [13]. Indeed, CEDs are still commonly marketed to and consumed by young people and used within contexts that are advised against, such as during sports and with alcohol [11,14,15].…”

Prevalencia del consumo de bebidas energéticas, motivación y factores asociados en alumnos de medicina: estudio transversal

“…La mayor parte de los estudios sobre consumo de "bebidas energéticas" se han sido realizado en niños o adolescentes en edades comprendidas entre 12-18 años 11 . En los últimos años se han realizado pocos estudios en universitarios, y los realizados en estudiantes de Medicina valoran aspectos diferentes del consumo y no son comparables entre sí 7,8,[12][13][14] .…”

“…En cuanto a la motivación o justificación del consumo, mientras en adolescentes preuniversitarios se relaciona más su consumo con actividades sociales, deportivas o uso de videojuegos 11,21 , nuestros alumnos señalan como primera justificación "mantenerse despierto para estudiar" y por "su sabor". Este dato coindice con la mayor parte de estudios realizados en estudiantes de Medicina, en los que la justificación del consumo era para mantenerse más activo y despierto para estudiar 8 y porque les gustaba el sabor de este tipo de bebidas 16 .…”

Reconceptualising Rural Cancer Inequalities: Time for a New Research Agenda

“…Qualitative research can, at times, be overlooked in relation to its capacity to enact meaningful change; however, given the multidimensional nature of 'health problems', the integration of multidisciplinary approaches is of great value [47]. The rich, in-depth understandings often generated through qualitative research of specific 'health problems', and the contexts in which they occur, can provide powerful evidence to inform and instigate policy-level interventions and legislative change [48]. In order to bring about change that is meaningful for rural populations, we must reflect upon, and make explicit in our analysis and reporting of qualitative research, the characteristics of the rural environments in which we locate our inquiry into diagnostic, treatment and follow-up pathways and cancer experiences of people living in rural settings.…”