A Mixed Method Study Exploring Children and Young People's Perception of Energy Drinks and Analysing Consumption...

Sales and consumption of energy drinks (EDs) continue to rise, especially amongst young people, yet the reason remains unclear. In 2018, a campaign by Jamie Oliver resulted in a voluntary sales ban to under 16-year-olds. Also in 2018, the Department of Health and Social Care ran a consultation to end the sales of EDs to under 16 s in England. In the Kings Speech (July 2024), the incoming Labour Government promised to restrict the sale of energy drinks to children. The aim of this mixed method study is to understand children and young people's perceptions of EDs in North East England UK, post the 2018 voluntary ban and to analyse consumption patterns via focus groups and a survey.

Fifty students from Years 5 and 6 (n = 38 aged 9-11 years) and Year 9 (n = 12, aged 13-14 years) were involved in eight semi-structured focus groups exploring perceptions of EDs; and twenty-two Year nine students (aged 13-14 years) were involved in a survey measuring consumption of EDs and reasons for use.

This study presents a complex picture of children perceptions of EDs and the emergence of a new popular hydration drink, defined as those marketed as replenishing electrolytes, having low(er) sugar, and improving functional wellness. The survey reported that 81.8% consume EDs. More males consumed EDs in comparison to females and most consumed EDs 2-4 days a week. Qualitative analysis showed factors influencing consumption included marketing, brand association, taste, influence of friends and family, cost and easy access.

Children and young people had a strong understanding around the use of branding and marketing as a powerful tool to encourage purchasing behaviours.