As of: February 29, 2024, 1:05 p.m
Comments
Press
Split
Why does Gen Z prefer energy drinks?
Influences of TikTok, influencer marketing and the charm of limited editions despite health concerns.
On the social media platform TikTok, young people post videos in which they document their daily consumption of energy drinks or look for the latest flavor.
A professional will provide insight into why they are unfazed by the potential health risks.
Large selection: Energy drinks have long been available in various shapes and colors.
(Symbolic image) © IMAGO / Manfred Segerer
After exams have ended at many German universities and technical colleges, energy drinks are part of everyday learning for many students - just as indispensable as the notes from the seminars.
The appeal of these drinks among the younger generation, despite their high caffeine, taurine and sugar content, is obvious.
The drink, Prime Hydration from KSI and Logan Paul (also sold by Aldi), was also criticized for its high caffeine content.
Prime is now being advertised as “18+,” as NEXTG.tv reports.
Influencers are creating their own brands of energy drinks, while TikTok users are showcasing their limited edition collections.
But what's behind it?
BuzzFeed News Germany
received insights from market researcher Jörg Matthes from the University of Vienna.
Energy drinks reflect the attitude towards life of young people
“Young people are fans of energy drinks, especially because of the taste,” says Matthes.
He also emphasizes that not only taste, but also design and brand image play a role.
“Young people live in the here and now, strive for intense experiences and pure energy,” says Matthes.
This is exactly the feeling that brands like Red Bull would convey.
It's hardly surprising that these drinks are so popular on a platform like TikTok, which appeals to a large number of young audiences.
In the TikTok comments, users express sadness about the end of limited editions of Red Bull. For example, one user misses the pomegranate variant, while another wants the glacier flavor back.
The warnings from consumer advice centers against consuming energy drinks, among other things because of their high sugar and acid content, which can promote various health problems, seem irrelevant.
Energy drinks as part of youth identity
Market researcher Matthes explains the continued popularity of the drinks despite known health risks: “Consumers feel able to manage and control their consumption independently.” In addition, young people tend to view themselves as “almost invulnerable,” he explains.
“In addition, the negative effects of the drinks are not immediately noticeable or are not directly associated with consumption.” One woman who drank 20 cans of Red Bull a day (this is what she looks like today) went particularly viral.
My news
Sensational find in Austria: Farmer comes across a secret passage under his farm - authorities reactread
Eruption overdue: Supervolcano in Italy swells, steams heavily and spits out more gas
Avalanche alarm: Italy evacuates valley – read curfew for residents
Illegal pastry shop busted: Austrian woman sells 800 cakes – and makes a fortune
Six correct numbers and still no lottery jackpot: pair is left empty-handed due to an error
Austria will start stricter speeding laws from March 1st: Read all the rules at a glance
The producers succeeded in “creating a positive brand image,” says Matthes.
“The brands are sought after and respected, which encourages young people to make their consumption public.” Through consumption, they signal their values and attitudes.
The marketing of brands like Red Bull in the area of extreme sports emphasizes “addressing and exceeding boundaries, which corresponds to young people’s attitude to life,” says Matthes.
Streamer MontanaBlack also revealed the new varieties of his Gönrgy drink in mid-February.