Navigating The Buzz: The Rise Of Caffeinated Energy Drinks And Regulatory Challenges

The growing popularity of caffeinated energy drinks, especially among athletes, teenagers, and fitness enthusiasts has helped skyrocket its sales and help these “energy drinks” reach a stable double-digit growth.

This sudden surge in consumption, mainly driven by easy accessibility and affordable pricing, is raising concern about its impact on health. The penetration of such energy drinks is so high that even the Food Safety and Standards Authority of India (FSSAI) is forced to reconsider the current regulatory framework.

More and more top executives of FSSAI are vouching for stringent regulations. As newer studies shed light on the implications of caffeinated beverages on health, leading to a host of diseases like anxiety, disturbed sleep, insomnia, and dehydration, the call for stringent measures becomes even more apparent. This, when considered against the backdrop that the annual sales of caffeinated beverages are growing at a rate of 50-55%, makes matters even more troubling.

FSSAI intends to enforce accurate labeling, including prominently displaying caffeine content and issuing warnings such as "high in caffeine". Moreover, plans include highlighting safe consumption limits for caffeine on packaging.

The energy drink market is one of the most dynamic markets, with local and international players fighting strongly to get a piece of the pie. While companies accelerate their sales, they shouldn’t, under the garb of profit, push consumer safety and health to the back seat.

Stay informed, stay cautious.