+ NPD unveils energy drink usage patterns

Energy drinks are one of the most innovative categories in the world of health & wellness (although some might not be the healthiest products), but how do people really use them? We'd like to think energy drinks are the fuel for the most extreme activities on the planet, but the truth is a lot less exciting. According to NPD, by way of BevNet, it turns out that the most popular usage occasion for energy drinks is just getting through a day of work:

A new survey being marketed by consumer trend watchers the NPD group has uncovered the sad little secret of energy drinks — the biggest use isn’t for snowboarding across flaming ski slopes while playing video games and humping everything in our path. It’s for getting enough focus to re-enter the cube and finish up our daily drudgery.

According to the survey, 36 percent of energy drink purchases are work-related; more than travel, school, mealtime and sporting events combined.

What that tells us is that people have a real need for mental alertness at work- not exactly breaking news, but it's always good to have some conclusive, quantitative evidence for our opinions.

Read the full article here