Influence of Price and Labeling on Energy Drink Purchasing in an Experimental Convenience Store

To examine the impact of energy drink (ED) pricing and labeling on the purchase of EDs.

Participants visited a laboratory-based convenience store 3 times and purchased a beverage under different ED labeling (none, caffeine content, and warning labels) and pricing conditions. The 36 participants (aged 15-30 years) were classified as energy drink consumers (≥ 2 energy drinks/wk) and nonconsumers (< 1 energy drink/mo). Data were log transformed to generate elasticity coefficients. The authors analyzed changes in elasticity as a function of price and labeling using mixed-effects regression models.

Increasing the price of EDs reduced ED purchases and increased purchasing of other caffeinated beverages among ED consumers. Energy drink labels affected ED sales in adolescents.

These data suggest that ED pricing and labeling may influence the purchasing of ED, especially in adolescent consumers.