Last month, I discussed in this space my prediction that “energy drinks will find a way.” What I meant is that consumers have taken to this relatively new beverage category so quickly, and with such passion, that more regulation or not, it will find a way. This could mean new formulations or maybe a break-away segment of more natural energy drinks (actually, we are already seeing the latter coming on strong with several natural or organic brands now on the market).
What I didn’t take into account in that column, however, is how the success of the energy drink market is now beginning to make an impact on other non-’energy’ beverage categories. Last month’s column borrowed a phrase from the film “Jurassic Park,” so here’s another sci-fi reference: The energy drink category has become so successful in such a short time that it is like one of those black holes out there in space, everything near it is slowly being sucked right in!
Case in point is coffee. It’s obvious the reverberations of the energy drink category are spreading outwards at incredible force when a brand that can trace its roots back to 1932 suddenly slaps the word “Energy” on its label. The brand I’m referring to (as you can see in the photo) is that favorite coffee of New York City grandparents everywhere, Chock full o’ Nuts. (I can hear that heavenly jingle now: ‘A better coffee a millionaire’s money can’t buy!’) It seems a little sad in a nostalgic kind of way to see this venerable brand suddenly try to appear all young and hip. Especially since it wasn’t all that long ago, that it debuted a reduced caffeine version But hey, things were kinder and gentler back then. In this hyper-charged new millennium society, the more supercharged with caffeine the better.
Just consider these stats from the latest survey of U.S. coffee consumption habits by the National Coffee Association: 83 percent of Americans now say they drink coffee, up by 5 percent from just a year ago. Daily consumption, according to the NCA, remained “strong and steady” at 63 percent, while the figure for those who drank it at least once a week was up slightly to 75 percent.
All of this comes at a time when a cloud of potential regulation of caffeinated energy drinks—perhaps caffeine in general?—continues to hang over the industry. Last December, in response to the controversy stemming from a lawsuit against Monster energy drink, the FDA said it would possibly convene a panel of experts to investigate further the effects of various stimulants, especially on “vulnerable segments” of the population. But as of the time I am writing this in mid-April, the FDA tells me that has yet to happen.