Energy drink consumption and marketing in South Africa.
Energy drinks are a fast-growing class of beverage containing high levels of caffeine and sugar. Advertising and marketing have been key to their growth in South Africa. This paper documents trends in energy drink consumption and energy drink advertising, and examines the relationship between exposure to energy drink advertising and consumption. Logistic regressions were estimated of categories of energy drink consumption on individual characteristics, as well as exposure to energy drink advertising. Exposure to advertising is measured by reported viewing of channels high in energy drink advertising. Energy drink consumption in South Africa is higher among younger, wealthier males. Spending on energy drink advertising is mostly focused on television. Targeted channels include youth, sports and general interest channels. Viewers of channels targeted by energy drink advertisers have higher odds of any and moderate levels of energy drinks consumption.
['Stacey|Nicholas|N|', 'van Walbeek|Corné|C|', 'Maboshe|Mashekwa|M|', 'Tugendhaft|Aviva|A|', 'Hofman|Karen|K|']
D000293:Adolescent D000328:Adult D000368:Aged D002110:Caffeine D019422:Dietary Sucrose D061215:Energy Drinks D005260:Female D006801:Humans D008297:Male D040541:Marketing D008875:Middle Aged D012737:Sex Factors D013019:South Africa D013177:Sports D013690:Television
Energy drinks South Africa Advertising