Just when you thought things couldn’t get any worse, your spouse, a caffeine addict, clearing about 3-4 cups of coffee a day, is introduced to yet another source of “body fuel”: The Energy Drink.
In the last decade, the ‘Caffeine Battle” between ‘Good Ol Coffee’ and ‘NewKidOnTheBlock-Energy Drink’ has reached its climax as both substitutes fight for the honour of serving a population complaining of stress, fatigue, and laziness.
Although the results may be similar in the end—to WAKE UP, both markets go to great lengths in creativity to clearly segregate one another, whether it be the social-cultural background, or the biological differences of the two drinks.
Can I get a Double-Double please?
Despite its bitterness and its burning sensation, for the last hundred, if not thousands of years, coffee has been able to deliver its promise night after night of no sleep; Yet it doesn’t end there. What makes the coffee market so unique is the social community-life that is enjoyed alongside the drink itself. Coffeehouses like Tim Hortons and Starbucks have been successful in offering platforms where consumers can meet one another, students can study together, and one can surf the net peacefully with the free WiFi that is available.
Energy Drinks have found their own way into the market without creating too much difficulty on their Coffeehouse competitors. They have settled in the province of young adults; few of us would expect our grandpa to be knocking down a couple cans while driving to work. Feeding on the impatience of the youth, Energy Drinks provide a quick hit as they contain high doses of caffeine. You can guzzle them down literally anywhere and no one will ask you to sit down, relax, and have a chat. RedBull and Monster dominate the market today and are readily available in every gas station and convenience store.
We are witnessing a generation today that gets 1-2 hours less of sleep per day. These two prospering markets have been serving their purpose quite well, but there have been growing concerns of addictions, bodily harm, and in some cases even death related incidents. Share your thoughts. Where do you see our society in the next 50 years? Is this “Caffeine Battle” legitimate? Because I fear for the next generations to come.
