By Clark’s Nutrition
100 years ago, the US government sued the “Most Refreshing Beverage on Earth”, stating the inclusion of caffeine, marketed as a headache tonic, was an adulteration and misbranding that was both harmful and deleterious. The product that was sued was Coca Cola, and while the government lost its case, outside pressure created some few changes in the beverage industry governing additives and claims. Little changed until the 1950s when the proliferation of the new “fast food craze” witnessed the rise in demand for ‘on-the-go’ caffeinated beverages. Since then, the number of products has risen every year and consumption rates of drinks containing caffeine is skyrocketing. This has led to the creation of thousands of caffeine products and tens of billions of dollars in profit every year. This rise is not without its caveats, as the number of hospital visits has increased due to overconsumption of these types of super-drinks.
Now, manufacturers are adding exotic and little known herbal ingredients that can compound the effects of caffeine and create unwanted side effects. The caveat to this story is one of caution and moderation. While enjoying caffeinated beverages can help increase mental acuity, work output, and athletic performance, there is, like most things in life, a smart way of using them and a less-than-smart way. Most individuals would do well to keep their caffeine intake below the 400 milligram mark. This means no more than four to five cups of coffee daily or no more than one or two energy drinks. But it is not as easy as that, as energy drinks containing Ginkgo Biloba, Ginseng, and the amino acid Taurine can prolong and heighten the effects of caffeine. Caffeine also acts as a mild diuretic and increases urine production which can lead to dehydration in times of increased activity or heat. One smart guideline would be to consume two to three cups of water to every caffeinated beverage. This would eliminate the propensity towards dehydration and would help to self-regulate caffeine consumption.
Energy drinks are here to stay, as there is too much demand and too many advances in taste formulation for them to go away, yet the effects that the increased use of these drinks are having needs to be addressed. As new drinks come on the market, they have to stand out in terms of both marketing and envelope-pushing formulations. This comes in the form of more stimulants, less concerns over public safety, and more marketing to younger consumers. The research is starting to show that the many side effects of energy drink consumption such as insomnia, risk taking, and hypertension are very real and need to be addressed as the market is inundated with colorful, yummy, buzz-inducing drinks. At the rate at which the market is saturating, it is not unreasonable to believe that the amount of caffeine consumed will increase as people become desensitized.
In the case of the Herculean-sized super cans, most consumers still view a can as a serving size and many of these drinks can have two and a half servings per can which has the amount of caffeine found in five cups of coffee. The best way to consume these products safely is to limit their use, cycle on and off to avoid adrenal fatigue and desensitization, always include water in between drinks, and ensure that the reasons for consuming them always outweighs their side effects.