Gen Z’s Perception of Energy Drink Brands

Abstract

Despite having a relatively recent history, energy drinks have seen a sharp increase in popularity in recent decades. Energy drinks have come under fire for possible health hazards linked to overindulgence. Numerous issues, such as high blood pressure, a raised heart rate, and other negative impacts, have been connected to the high caffeine and sugar content. This study examines the attitudes, preferences, and views of Generation Z (born about 1997–2012) regarding energy drink beverages. The study aims to comprehend how this generation views energy drinks in light of health consciousness, social media influence, and changing marketing strategies through, quantitative surveys.  The study also looks at how the market for energy drinks is changing due to ethical issues, sustainability, and alternative beverages.  Being the first generation to have grown up with cellphones, social media, and rapid access to information, Gen Z is considered a real digital native.  Because of this, their interactions with brands have altered significantly, and now digital engagement is a crucial component of any effective marketing plan.